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Planned Parenthood of New York City's "Uh oh!" campaign was more like an Uh huh, generating an unprecedented 96% increase in phone calls from consumers seeking more information.

The out-of-home campaign's objective was to encourage consumers to call to learn more about emergency contraception, a frequently misunderstood pregnancy prevention tool. New York agency Hard Hats handled on a pro bono basis.

"We needed to make a new medicine known to teens and young adults," said Alexander Sanger, president of Planned Parenthood of New York City. "We needed to make young people aware of the fact that emergency contraception is more than a morning-after pill."

"Pro bono and public service ads tend to be serious and preachy and ominous," said Karin Miksche, VP-creative director at Hard Hats. "We didn't want this campaign to be that way. We went for slightly edgy humor."

Two versions of the ad in English and one version in Spanish ran for six weeks in the New York subway system. The simple design features barely discernible rumpled bedsheets as background, and descriptive copy of imagined "pillow talk" spelled out in the foreground: "Ooooh . . . Ooooh . . . Ooops!" and Ohhhh . . . Ohhhh . . . Uh oh!" are two versions, accompanied by an 800-number and the tagline, "We're here to help."

Postcard ads were distributed locally through GoCards.

The ads met with such enormous response -- not only a 96% increase in emergency contraception phone calls to Planned Parenthood but also a 62% increase in emergency contraception appointments -- that the Planned Parenthood Federation of America adopted the program nationally, distributing posters and postcards at

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