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b. Secondary research analysis: Reproductive health clinical data, amassed
in great detail and stored as part of the former Soviet government plan-
ning system’s statistical repository (Goskomstat), was analyzed to aid in
the development of “typical” profiles of each of the Red Apple’s target
consumers.
2. Creative development: Early analysis showed that the Soviet mass media, al-
though struggling for resources to remain solvent, continued to command at-
tention and maintain much of the reach it had enjoyed during the Soviet era.
That, coupled with an early decision to use program funds to purchase media
time and space (in addition to the more traditional reproductive health social
marketing practice of relying heavily on free/donated public service time),
channeled Red Apple creative efforts primarily toward television and radio
messages.
The formative and secondary research guided the development of creative
material along two critical paths:
a. It was not necessary to devote Red Apple resources to educate target audi-
ences about abortion’s serious risk to a woman’s health. In spite of its high
rate of occurrence, abortion risks were well understood.
b. Correcting misinformation about hormones was imperative, as a poor
understanding of essentially every aspect of hormonal contraception was
the norm and a principal barrier to its trial and continued use.
A 50-minute introductory lifestyle feature was developed, centering on a
series of peer recommendations from satisfied users as well as physician re-
ferrals. The “soap opera/feature” style was known to be popular among the
target audience, and the added length allowed for in-depth treatment of the
complex issues surrounding the misconceptions and benefits from using oral
contraceptives, not possible in a 30- to 60-second ad.
Drawing on the materials developed for the introductory feature (and
through careful production, directly using portions of the feature’s scenes),
SOMARC and the Red Apple agencies developed a series of television and radio
ads featuring a main character (a woman from the primary target group) and
her friends as they searched for, tried, and became satisfied users of Red Apple
oral contraceptives. Behaviors/activities depicted in the ads included new users
learning how to correctly take oral contraceptives; where, how, and from whom
to obtain correct information; and how to behave when confronted with ini-
tial side effects.
Appearing on every piece of creative media was the Red Apple logo and the
tag line: “Safe, Effective Contraception for Today’s Woman” (see Figures 11-4
and 11-5).