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2024 One Show - Creative Effectiveness

Morning After Island

Agency Ogilvy Honduras

Client GE PAE
BACK TO RESULTS

Annual ID

OS24_CE002G

About the Work

15 years ago, Honduras banned the morning-after pill, leading to 350,000 underage girls becoming mothers. The brief was to influence key political actors, including the President of Honduras, to address the issue in official government proceedings.  The challenge was to break institutional barriers set up against Honduran women's voices without a budget.   The solution was to channel the client's courage by building a platform outside of Honduran jurisdiction that provided women with a pill.   The action became newsworthy, to pressure the government to repeal the law, and international attention was needed to achieve this.

The campaign successfully generated coverage and conversation about the issue of the plan B pill, ultimately leading to the government repealing the ban. Finally, we retired the Morning After Island. But, while the platform itself may be gone, its impact will remain forever.  As a result of continued PR and lobbying efforts throughout 2022, the President signed the new legislation on March 8, 2023, fully legalizing the pill and creating an official protocol for victims of sexual violence, giving Honduran women the rights and support they’ve been denied for decades.