Plan the unpredictable campaign, by Chapter 4 Romania, convinced women that modern contraceptives are efficient


A year after the launch of “Plan the unpredictable” campaign, created and managed by Chapter 4 Romania for Romanian Society for Contraceptive and Sexual Education (SECS), an Ipsos Health study shows that Romanian women are now more informed when it comes of using modern contraceptives and the emergency contraception efficiency in care of unprotected sex.

The study showed that the percentage dropped from 16% in 2013 to 7% in 2014 when it comes of women that believed abortion is a contraceptive method. Moreover, this year, 81% say that emergency contraceptives are a safer method, with 45% acknowledging the abortion rate is big even when using prophylactics.

Between October 2013 – October 2014, the campaign had around 30M exposures at the level of the general audience.

Planifica neprevazutul

The campaign is centered around the online platform , that aims to offer thorough info on long term oral contraceptives and on other modern contraceptive methods available in Romania.

During the mentioned period, the platform had over 45.000 unique viewers and over 6.200 participants to webinars. In the same time, the doctors working with “Plan the unpredictable” answered over 1,600 questions coming from readers.

The campaign was supported by 23 bloggers and v-bloggers and the movies part of the campaign had over 1M views. Campaign’s messages were relayed by over 200 articles in print, radio, TV and online (earned media) during one year. On the other hand, campaign’s Facebook page attracted around 10,000 fans

Raluca Ene 2014

We aimed from the very beginning to reach to as many categories of public as possible, but mainly to the young people, harder to reach through classical campaigns today. We wanted to reach where they are, to speak their language and to try to change something. I believe the impressive number of young people writing to us frequently and demanding campaigns specialists’ help is the best sign that we are on the right track

Raluca Ene,

Managing Director Chapter 4 Romania.