HRA Pharma is running a new digital advertising campaign for its emergency contraceptive pill, ellaOne.

Running until June, the advert can be seen across a host of digital media sites, including Channel 4 On Demand, the Mail Online and Yahoo, and is targeted at women aged 16-34 years.

The advert, designed in the style of an illustrated fairytale book, tells the story of Princess Sophia and her long-term boyfriend Prince Henry. After having much fun attending the royal ball, the couple return home together, the curtain closes and viewers are left to form their own conclusions about what happens next. At this point, the story book slams shut and viewers are presented with the message: “We all know fairytales don’t really exist”.

The style of the advert changes from an illustration to footage of the real life ‘Princess’ Sophia sat on the edge of her bed. She is shown using her mobile phone to search for advice on emergency contraception following a contraceptive mishap. Viewers are then presented with information about ellaOne.

The advert features a click-through to the ellaOne home page at its conclusion allowing quick access to emergency contraception advice and information.

Alison Slingsby, marketing manager at HRA Pharma, explains: “This digital campaign provides more than just a platform to market a contraceptive solution. It is about changing the perception of ‘the morning after pill’ to something much more positive – something that responsible women look to when the need arises.”