Tranquility Zone

Mandate :
Develop a campaign to educate women about a new alternative birth control product for women that delivers « peace of mind » without naming the product (due to pharmaceutical legislation).

Solution :
Creation of a Tranquility Zone – a zen style peaceful area in the foyer of business towers where women were invited to a free 5 minute massage on behalf of birthcontrol.ca. The tranquil atmosphere continued to the product positioning of « peace of mind ».
Present in the zone was a certified nurse who could answer any questions and distribute a product premium with the website printed on it. Women were encouraged to « ask your doctor about birth control options ».

Markets :
Toronto