PHD China, part of Omnicom Media Group has been awarded a Silver Lion in the Mobile category at the Cannes Lions Festival of Creativity 2017, emphasizing the success of the media agency’s “Sex-Ed Revolution” campaign for Bayer Women’s Health’s COC (combined oral contraceptive pill) Yasmin.

Speaking about the work, Anna Chitty, CEO of PHD China said that it was audacious, a good cause and a great communications plan. “It takes courage to propose a campaign that is daring enough to tackle societal challenges in such a creative and bold way. The conviction to execute regardless of the hardships and the amazing results are testament to the PHD team and an excellent portrayal of PHD’s values.” She continued, “Being recognized with a Silver Lion at what is considered the pinnacle of the marketing and creative industry takes exceptional work. We’re proud to make a difference and help our client’s campaigns stand out among the world’s very best.”

Addressing China’s high abortion rates due to poor sex education, female contraceptive pill Yasmin set out to help young Chinese adults by improving their knowledge of sex and introducing safer, more responsible contraceptive methods. The campaign reached millions of young adults and was reported as an “unprecedented event owed to generations in China”.

The campaign execution featured sex-education videos that were distributed through China’s number one college curriculum smartphone app and dropped into every university student’s daily calendar as a must take class. This was accompanied by a guidebook and infographics about different contraceptive methods on social media and a live stream event that featured international college students, KOLs and certified gynecologists that openly provided sexual guidance.

“The idea of a campaign around sex-education was exciting, stressful and challenging. Chinese authorities implement strict content regulations and chances were that our campaign was going to get shut down almost immediately after launching,” said Lara Yang, Group Social Director, Omnicom Media Group China. “By partnering with Super Curriculum, we found a way around these government regulations to discretely reach our target audience. Mobile media provides us with more tools and options to directly reach and immediately impact a wider audience of increasingly dependent mobile phone users.” she added.

Mark Bowling, Head of Strategy at PHD China shared, “‘Yasmin’s Sex-Ed Revolution’ is a brilliant example of how a marketing campaign can achieve its desired business results by adopting a greater social purpose and empowering its audiences.” He continued, “Winning a Lion in the Mobile category is an incredible accomplishment and truly reflects the creativity and smart use of insights behind the communications strategy.”

The win followed an excellent showing for PHD China in the Cannes Lions shortlist, which saw three additional entries selected. Two belonging to prenatal multivitamins supplement brand Elevit’s “The First Hello” in Media Lions and “Yasmin’s Sex-Ed Revolution” that was also within the finalists for the Health and Wellness Lion category.