A conversation with HAVAS Red’s Lora Grassilli, VP/Account Director, and Nancy Anderson, EVP of Social and Influencer
It’s been a big year for Opill at HAVAS Red. This summer, “Opill on Campus: How Opill Met Gen Z Where It Lives” won Silver for Best Healthcare Campaign at the Bulldog Awards. Now, “Opill + Chillhouse: Nailing an Experiential PR Campaign” has picked up an honorable mention in the PR News + Chief Marketer Experiential & Event PR Awards, in the Best Integrated Experiential PR Campaign category. Two campaigns, two very different formats — a 16-stop college tour and a one-day flagship takeover — built on the same conviction: reproductive health education doesn’t have to feel clinical to land.
Lora Grassilli, VP/Account Director, sat down with Nancy Anderson, EVP of Social and Influencer, to talk about what these back-to-back wins say about the work.
Lora: Congrats to the whole team. We picked up Silver for Opill on Campus this summer, and now an honorable mention for Opill + Chillhouse. What connects these two campaigns for you?
Nancy: Thank you — it’s been genuinely fun to work on this brand. What connects them is the audience and bringing a solution to a real problem. Gen Z women are the most likely to face barriers to oral contraceptives and the most skeptical of reproductive healthcare, and they’re getting a lot of their information from a landscape that isn’t exactly reliable. One study found more than 70% of contraceptive content on TikTok is misleading or false. Both campaigns were built to counter that noise, but instead of preaching at people, we went to where they already were — first campus quads, then a nail salon — and let the education happen inside something they already trusted.
Lora: Let’s start with Opill on Campus. What made a college tour the right vehicle here?
Nancy: We deliberately prioritized campuses in states with more restrictive reproductive health environments. Schools like Texas A&M, LSU, University of South Carolina, University of Miami. And we didn’t want it to feel like a health campaign parked on a quad. So, we built in things like an aura-reading truck and “test your sexpertise” quizzes to lower the guard, paired with a multi-year WNBA partnership that let us stage “WNBA on Campus presented by Opill®” events with athletes like Shakira Austin, Rickea Jackson and Napheesa Collier. We also ran Level The Court, our HBCU-focused initiative developed with the Black Women’s Health Imperative, to make sure Black women, who face some of the steepest access barriers, were centered, not an afterthought.
Lora: And the results backed that up.
Nancy: They did. Hannah Berner’s content alone drove 70.4 million views and over 544,000 engagements, and our broader creator engagement rate hit 6.57% — more than double the Her Campus benchmark and higher than top-performing campaigns across the wider health, beauty and femme care network. On the ground, Level The Court reached 400 students across four HBCU campuses, and the Opill Access Fund approved 318 applications, putting a three-month supply of Opill directly into people’s hands.
Lora: I was at a couple of the Level The Court schools and saw young women leave feeling empowered. It was inspirational — but we weren’t done because a few months later, we pivoted to something completely different with Chillhouse. Walk me through that.
Nancy: Chillhouse was about proving self-care could be the frame, not the metaphor. We didn’t just borrow their aesthetic; we picked the partner using real data, running social and audience research to find a brand that overlapped almost perfectly with Opill’s core: Chillhouse’s community is 85% women, 77% of them 18–34. For one day, we turned their NYC flagship into an Opill & Chill destination, with Dr. Charis Chambers on-site for medical Q&A, Eli Rallo hosting “Test Your Sexpertise,” and three limited-edition nail sets that turned a manicure into a conversation starter.
Lora: That line famously wrapped around the block.
Nancy: For four hours. We educated more than 300 people onsite that day and gave out 350 product packs, and the momentum didn’t stop when the doors closed — about 1,500 more nail sets sold through Chillhouse.com and Amazon afterward. Across owned and influencer content, the activation generated 37.6 million views total, plus a 250% jump in Opill-related social conversation and 479 press pickups. And for every set sold, Perrigo donated Opill to the New York Birth Control Access Project, so the day translated into real access, not just reach.
Lora: If you had to name the throughline across both wins, what would it be?
Nancy: That trust is built in proximity, not proclamations. Whether it’s an agency team member answering a student’s DM on a campus tour or a barista handing someone an Opill-branded latte, the education landed because it showed up inside a moment people already valued — self-care, sport, campus life — instead of interrupting it. That’s the bet we made with this brand all year, and it’s nice to see it recognized twice.
Red Hot Take is a HAVAS Red Group series featuring perspectives from across our global network.
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