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Plan B One-Step:
A Different Kind of Insurance
Main Idea:
It’s A Different Kind of Life Insurance.
Young people often feel anxiety when they’re unsure they were fully protected during sex, even though they still want to enjoy the moment. Our idea reframes Plan B as a different kind of life insurance — something that gives them confidence and peace of mind when things don’t go as planned.
Plan B One-Step × Tinder Partnership Campaign
While swiping on Tinder, users will occasionally come across a Plan B One-Step ad page as they progress through profiles.
Left-swiping (meaning they’re interested) directs users to the nearest store and to Plan B One-Step’s product page.
Print advertising and visual mockup. With eye-catching texts.
Lighthearted morning reminders from Tinder that encourage users to enjoy their dates while not forgetting their "Plan B".
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