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Female Empowerment Can Mean Brand Power

Posted by | 11:28am on Friday, May 21, 2010

Bayer took the opportunity to celebrate women this month 

The birth control pill is 50 years old! I recently received an email bringing this fact to my attention. The call to action sent me to a site to learn more about the milestones women have experienced over the last 50 years. For example, did you know that The Equal Pay Act was passed in 1963? The campaign then asked me to submit my own noteworthy idea to a contest.

The concept is that the submissions, and the women involved in them, could be the very accomplishments that leave a mark on the next 50 years. I was intrigued, and read on to discover this campaign was sponsored by Bayer HealthCare Pharmaceuticals.

What a refreshing healthcare marketing idea. Working to not necessarily promote your brand, product or benefits, but allowing your patients a platform to showcase their own personal passions. Bayer took the opportunity to celebrate women this month, promoting the 50 year celebration of what many women feel was one of the most liberating accomplishments of the century. Since Bayer sells female contraceptive products it makes good sense for them to leverage this opportunity.

We’ve Come a Long Way
Thank you Bayer, for celebrating empowerment and giving women a platform to share their ideas for success. Check out the site to see the milestones in women’s history, or to contribute your passionate idea submission to win the $5,000 contest.

Bayer also created a Facebook page to support the 50 Years of the Pill.  For every person that “likes” the dedicated page Bayer will donate $1 to Step Up Women’s Network, a national nonprofit membership organization dedicated to connecting and advancing women. Associating themselves with a cause is a nice way for Bayer to establish a relationship with women and increase positive awareness of the company.

What do you think about Bayer’s efforts?

This post was contributed by Nina Prybula, Assistant Account Executive for Siren Interactive. You can connect with her on Twitter at @NinaPrybula.

(Image courtesy of Gnarls Monkey via Flickr)

About Eileen O'Brien

Eileen has more than 16 years of digital healthcare marketing experience. She is an opinion leader on social media and biopharma, and has been invited to speak at industry conferences and quoted in publications.

View other posts from Eileen

One Pingback/Trackback

    22 May 2010 at 6:05pm
    Nice piece by @NinaPrybula Female ...
  • DJ Francis
  • Pingback: DJ Francis()

  • Michelle Badten

    Positive, inspirational, a beautiful tool… I would love to see more companies use this type of marketing.

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