Population Services International

PSI is a leader in providing family planning solutions in developing countries.

The Problem

Many Cambodian women begin to use family planning methods, but almost half quit. Why? Many mistakenly believe that using contraception will cause cancer, infertility, tumors, or other health complications. PSI hired us to develop a mass media campaign that challenged these beliefs. The problem is we all have adverse reactions to being told we’re wrong. How do you challenge these perceptions without causing offence?

Our Solution

Using a testing method from Proctor and Gamble, we tested three different creative directions with women to see which option, if any, would convince one of their friends to change their negative views on family planning. The answer: humor. While previewing the final commercials to the Ministry of Health, one of our clients said, “I’ve never seen the Ministry laugh so much.”