When was the last time you did something risky? Went skydiving? Played the stock market? How about downloaded an app that claims to be able to tell you when you can safely have unprotected sex?
If you’re a woman on social media between the ages of 18 and 40, you’ve almost certainly seen an advertisement for a controversial contraceptive app called Natural Cycles.
It claims to offer an effective, “natural, hormone-free and non-invasive” alternative to traditional birth control methods. In this age of jade egg cleanses and vaginal steaming, they’ve got their messaging just right.
In fact, they’ve won an award for it: in June, business magazine Campaign awarded Natural Cycles its “Pick of the Month” for a social media campaign that resulted in “a staggering 127% increase in app registrations” and “1,000,000 women influenced.”
Continue reading this article at CNN
