Conway Strategic backstopped Perrigo’s PR team on the launch of Opill, the first ever over-the-counter birth control pill to receive the approval of the Food and Drug Administration.

Perrigo CEO Patrick Lockwood-Taylor said the FDA nod represented “a truly momentous day for women’s health nationwide.”

He said Opill “has the potential to radically transform women's access to contraception and is a true testament of Perrigo's unwavering commitment to deliver impactful solutions that truly make lives better.”

The New York Times reported on July 13 that more than 75 percent of women of reproductive age favor an OTC pill.

Nearly a third of women who have tried to get a prescription for a contraceptive pill reported difficulties in doing so. Forty five percent of the six million pregnancies in the US per year are unintended.

Perrigo expects Opill will be available at US retailers in 2024.

Conway Strategic, which describes itself as a woman and queer owned shop of moms and others committed to a work-life balance, is based in Washington.

Conway prinicipal Chrissy Faessen worked the media for the Opill launch.