Our strategy was grounded in extensive research, beginning with a quantitative study of attitudes, motivations and behaviors that established a baseline of beliefs and practices related to contraception. We paired this study with listening sessions with providers at federally qualified health centers. Together, the insights we gleaned revealed a more immediate and relevant way to position birth control and remove barriers for our audience. We then refined the strategy through pre-launch message testing and an audience segmentation study that enabled us to tailor messaging to distinct groups. An ongoing patient advisory council helped ensure the campaign remained relevant and resonant as it evolved.