"The operational premise and strategic concept for this campaign is in line with Bayer’s goal of providing a long-term contraceptive solution to 100 million women in developing countries.

The emancipation of women fosters an increase in education, democratisation, economic growth, hygiene, a dramatic decline in infant mortality, technological and know-how development, less violence, less wars... and this is just the tip of the iceberg.

Bayer was there in the 60s when this happened in the western world and now it plans to do the same in developing countries. It's about freedom."

Client: Aino Försti-Smith, Head of communications - Bayer Finland.