In the 1960s the contraceptive pill was introduced as part of a sexual liberation. Since then it has only ever been obtainable from your doctor, with a prescription. Lovima have made it available over the counter, making it accessible to more women.
Our idea — The Pill has been liberated.
By making it more accessible, the pill has been liberated 60 years after it’s introduction. Our launch campaign placed 1960s archive footage alongside women today, dramatising how long they’ve had to be patient — in more ways than one.