Kimia Kalbasi

I found a holiday nobody had heard of and made it ours.

World Contraception Day looked like a random date on the calendar. I saw a chance for The Pill Club to own it. Instagram was the strongest channel, so the goal was awareness through reach, engagement, and shares that turned into new patients.

I worked across design, product marketing, social, and legal to ship an eight-post series the week leading up to the day. It landed during a major national news moment around reproductive rights, which pushed it even further; celebrities including Jennifer Aniston, Debra Messing, and Margaret Cho reshared it.