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Getting the message across about birth control and repositioning the brand identity of an often misunderstood public service organization was the challenge Los Angeles agency Benenson Janson faced after winning the Planned Parenthood Federation of America account three months ago.
Its first effort is a $200,000 national TV, radio and print campaign using celebrities and hip, irreverent humor to educate 18- to 34-year-olds about the availability and effectiveness of emergency contraceptives.
TV spots, scheduled to break Aug.
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