Bayer debuts first TV ad for Levonelle in UK

German-headquartred Bayer Schering Pharma has launched the first ever UK TV advertisement campaign for emergency contraceptive pill, Levonelle  (levonorgestrel) One Step. Whilst previous campaigns for the product  have been broadcast on radio, this is the first time advertising for the  brand has run on UK television.

By entering the realm of TV advertising, Bayer Schering Pharma aims to  raise awareness that Levonelle One Step can be obtained over-the-counter  at pharmacies as well as from general practitioners and family planning  clinics. It also hopes to dispel the "morning after" myth surrounding  the emergency contraceptive pill because the drug is effective for up to  72 hours after unprotected sex; however women are encouraged to take it  as soon as possible after a contraception mishap has occurred because  Levonelle is more effective the sooner it is taken.

The advertisement is animated in style and begins with a woman waking up  next to her partner after experiencing a contraception mishap the night  before. She then takes a journey to a pharmacy to request Levonelle One  Step from a Pharmacist, who is trained to offer the emergency  contraceptive pill appropriately, discreetly and sensitively, the  company explains.