It’s About Time is a campaign to inform women about a contraceptive pill that lets them have just four periods a year. This is all about giving women a choice and to equip them with knowledge before they speak to their doctor. The creative idea is based on an insight that all women can relate to – the fact that your period always comes at the the most inconvenient moment. Whether you’re on holiday, or on a date or a million miles from the nearest loo.
Quite simply we wanted to reflect that moment, provide the solution and help women regain control of their cycles.