PROBLEM: Women going off to college often feel the pressure to be “perfect”. But between juggling new classes, new friends, and a new home…slip up’s are bound to happen. What matters is knowing what to do when they do. Unfortunately, when it comes to birth control failure about 2 in 3 women are often misinformed.

SOLUTION: Plan B partnered with MTV and HerCampus to launch a “#PerfectlyImperfect Tour” that aimed to inspire college students to embrace their imperfections, while educating them on the facts about options for birth control failure. The tour featured talks with Carly and Nessa of MTV’s Girl Code, photo booths, and free giveaways. We created one of the first pharma instagram accounts so that everyone could follow along with the tour and learn facts about emergency contraception.