Background
Bayer Schering Pharma is a worldwide leading specialty pharmaceutical company. Its research and business activities are focused on the following areas: Contraception, hormone replacement therapy, oncology, and diagnostic imaging. In September 2007, Bayer Schering Pharma supported the first-ever World Contraception Day – jointly organized globally with NGOs such as Marie Stopes International and Asia Pacific Council on Contraception (APCOC). An event in conjunction to the World Contraception Day was planned with the key objective of educating and creating awareness about contraception and family planning among young Malaysian women and their partners.

Challenge
The challenge was to design an exciting, fun-filled yet educational event within a timeframe of less than one month from selecting the appropriate venue to deciding the activities throughout the day. The initiative to invite potential partners to come on board the event was also challenging as they were given a rather short notice. The search for the right venue with the right demographics and good traffic flow was a major issue as most popular venues were typically booked 6 months in advance. Additionally, the launch is to take place within the fasting month of Ramadhan.

Essence’s Solution
It was decided that the event should begin at 1100 hrs and end at 1800 hrs. The event began with a speech by a Malaysian Aids Council representative on contraception and HIV/AIDS. The event was officially launched with a performance by an A-cappella group. Other activities that were conducted during the event were mini musicals, interactive sessions hosted by local campaign partners, the Federation of Family Planning Associations Malaysia (FFPAM) and fitness demonstrations by Fitness First. A ‘girl talk’ session was also arranged between the emcee and Ms Azah Yazmin and Ms Lavin Seow – both of whom were the ambassadors for World Contraception Day in Malaysia. Quizzes and vox pop sessions were conducted by the emcee with passers-by.  Numerous attractive prizes were generously sponsored by event partners. The event concluded with the A-Cappella performance.

Results
The event ran smoothly and all activities were conducted in a timely manner. There was crowd during all on-stage activities which attracted them to visit the booths. Ultimately, the key objective was well achieved through messages conveyed by the emcee and distribution of contraception handbooks, displays of backdrops and buntings as well as FFPAM’s participation in attending to queries related to contraception and family planning.