Incentivated help women get morning after pill

Mobile agency Incentivated have just launched a new ‘find my nearest’ service campaign for Schering Health Care, makers of the emergency contraceptive pill Levonelle.

The mobile service, which will be activated by women in search of their nearest Levonelle stockist, will be publicised with an SMS call to action in Metro and London Lite press ads.

Once the SMS has been sent, the mobile ‘find my nearest’ service will match the location of the respondent with a database of chemists stocking the product, and return addresses of the three closest chemists.

Robert Thurner, Commercial Director at Incentivated, adds: ‘This campaign illustrates how forward looking brands can exploit the unique strengths of mobile in serving up time and location sensitive information whilst respecting people’s intimate relationships with their handsets. In this case, the mobile option spares Levonelle users the potential embarrassment of getting caught browsing the website in public.”

I’m all for ‘find my nearest’ type services – it’s a real pain when you’re in an area you don’t know looking for something in particular – especially when you’re in a hurry and not near an Internet connection or have a copy of the Yellow Pages to hand.