Bayer campaign, sweepstakes honor women's milestones
To honor the 50th anniversary of the introduction of the birth control pill, Bayer HealthCare Pharmaceuticals has launched a campaign paying homage to the past five decades of women's history. Interpublic Group agency Initiative created the campaign, which includes social networking, e-mail and sweepstakes elements.
The campaign includes the “Make Your Mark” contest, which allows women to compete to win a $5,000 grant. For this competition, which will run through June 28, women must describe their goals and how to plan to achieve them. The company will pick three winners, who will be flown to New York and photographed by legendary photographer Annie Leibovitz. Bayer will feature their photos and stories in an online collection later this year.
Visitors to the campaign Web site can make a financial contribution and take the “50th Anniversary Pledge of Empowerment.” For each pledge, Bayer will donate $1 to Step Up Women's Network, a nonprofit focused on advancing young women.
E-mail newsletter and campaign partner DailyCandy is also promoting the contest. Ogilvy PR is managing the public relations efforts under Bayer's supervision.