HRA Pharma-owned oral contraceptive brand Hana has launched a £5m marketing campaign, titled “Women Like Us”, to raise awareness of the change in regulatory status, allowing women to buy the pill at pharmacies without a prescription for the first time.

The spot, created by Havas, focuses on the convenience for women of being to be able to walk into a pharmacy or go online, have a consultation and buy a supply of Hana, for a specific reason. Thus, the video features a diverse cast of women, of all walks of life, who use Hana. One of them is a chef and has a very busy life, another woman is not thinking about a baby, another woman has a young child but uses Hana because she’s “not thinking about another”.

Hana available in one-month and three-month packs.

The integrated campaign, which spans TV, online and social media, aims to highlight that Hana empowers women to make their own decisions about their bodies and reproductive health, and helps them find the right contraception.