Background

1. A batch of Yaz Plus oral contraceptives contained defective blister packs which compromised their contraceptive efficacy. The defect involved a critical mix-up in the tablet configuration: instead of the correct composition of 24 active hormone tablets and 4 placebo tablets, affected blister packs contained 24 placebos and only 4 active tablets, meaning a woman taking the pill as directed would not have received the contraceptive protection she expected.

2. This defect was not publicly known to consumers at the time. The defective product had been in circulation for approximately one year before the South African Health Products Regulatory Authority (SAHPRA), in consultation with Bayer, issued a product recall in November 2024. The recall itself received limited public reach and media coverage, meaning many affected women may never have had reason to connect an unintended pregnancy to a product defect.

Campaign Purpose

3. The purpose of the campaign is to raise awareness that: 

1. Certain Yaz Plus contraceptive pill packs were defective;

2. Many women did not know about this. The batch which contained defective packs was in circulation for approximately one year before a product recall was issued by SAHPRA;

3. Unintended pregnancies occurred as a result of the defective packs distributed across South Africa;

4. Women who experienced an unintended pregnancy between November 2023 and December 2024, while using Yaz Plus, may have been affected by a defective blister pack in which the pill sequence was incorrect;  

5. LHL Attorneys is investigating a potential class action on behalf of affected women; and

6. Affected women may be entitled to claim for the medical and/or financial expenses associated with the pregnancy, birth, and raising of a child. Examples of these costs are hospital expenses, loss of income during maternity leave, the ongoing costs of raising a child such as childcare, nappies, food, etc. 

4. Many women may not be aware there was a defective batch. Our aim is to provide them with information so they can explore their available options if they were affected. Interested individuals can visit yazplusclaim.co.za, where they can register their interest (or enquire), confidentially and for free, if they believe they may have been affected. It is of utmost importance that the message never suggests, in any form, that the baby is unwanted. The focus is not the child, but rather a product that was defective and caused a financial and medical impact on affected women.

Your Audience | Who You Are Speaking To

5. The primary audience is women who consistently used Yaz Plus and experienced an unintended pregnancy during November 2023 through December 2024. Within this group, some are now mothers, some experienced loss of pregnancy or termination, and others are still coping with the aftermath, whether that is post-pregnancy challenges or financial strain. What unites them is that they placed their trust in a product that ultimately did not perform as it was meant to.

Your Role as the Influencer

6. You are a trusted voice relaying important information in front of the people/women who need it. 

7. Approach it as the sharing of information rather than a legal advertisement or sponsored post. It should be a post where you create awareness about the defect and affected women’s options, to assist them with navigating expenses and/or other consequences. Focus on creating awareness and starting a conversation, the purpose is not trying to make a sale. Authenticity and empathy is key.

Key Message

8. You may not have known:

1. Some packs contained only 4 active pills, instead of 24.

9. This applies to you if you:

1. Are a woman who experienced an unintended pregnancy while using Yaz Plus between November 2023 and December 2024.

10. You may have a claim for medical and financial expenses.

Tone

What the right tone looks like: 

11. Warm, human, clear: communicate in a friendly, approachable way that feels genuine and easy to understand, making every interaction feel like a conversation with a trusted friend rather than a corporate.

12. Empowering, not alarming: focus on solutions and positive action, helping women feel informed, capable, and confident rather than overwhelmed or concerned. Professional but relatable: maintain credibility while communicating in a natural, down-to-earth way that connects with women and makes complex information feel accessible and relevant. You are a trusted friend sharing something important – not a lawyer, not a salesperson. 

13. Empathetic, considering the nature of the situation. Women may have experienced pregnancy loss/ termination or are facing financial implications of raising children which they did not plan for and the tone must therefore hold space for all those realities without naming them explicitly.

14. Calm and factual, not urgent and alarming.

15. Direct and clear. Prevent over-explaining/rambling. 

What the wrong tone would look like: 

16. Sensational ("The shocking truth about your contraception");

17. Guilt-inducing (“if only you had known”); and

18. Aggressive language (“sue Bayer” or “fight for your rights”).

Critical Sensitivity | Messaging

19. Focus On:

1. The financial impact of the defective product, which can extend well beyond a single cost. For example, the medical and pregnancy-related costs, the income lost during maternity or parental leave, the ongoing costs of raising a child such as nappies, medical aid, childcare, food and schooling; and

2. Affected women may be eligible for compensation. 

20. Never Imply: 

1. That a child is unwanted, a mistake, or a regret.

21. What You Can Say:

1. “You may have been affected.”

2. “A defect may have affected how the pill worked.”

3. “A potential class action is being investigated.”

4. “Register your interest to learn more.”

22. What You Cannot Say (and Why): 

1. “You have a claim” - The class action has not been certified yet, and whether any individual has a claim depends on the specific circumstances of her case, which still needs to be investigated. For both these reasons, no one can be told they have a definitive claim yet.

2. “This caused your pregnancy” – An investigation into each individual’s specific circumstances needs to be conducted before a determination can be made on what caused their pregnancy.

3. “The class action is active” – The class action is under investigation, not active yet, and the distinction matters legally. You should always use the words “investigating a potential class action.” 

4. Provide any guarantees or outcomes.

Call to Action

23. “If you fell pregnant while taking Yaz Plus between November 2023 and December 2024, you may have a claim for medical and financial expenses, regardless of your pregnancy outcome. Find out if you qualify at yazplusclaim.co.za. It’s free, confidential and carries no obligation.” 

Content Guidelines Dos

24. Create simple, clear, and relatable content. 

25. Speak directly to women (18–40).

26. Drive to website URL: yazplusclaim.co.za.

27. Ensure yazplusclaim.co.za is included in the reel caption and featured as a clickable link on the reel, with clear visibility to encourage easy registration.

Content Guidelines: Don’ts

28. No urgency tactics.

29. No distressing imagery.

30. No sensationalism.

Formats

31. Platform: Instagram or TikTok Reels (60second max - as close to 60s as you can).

32. Style: Storytelling with empathy.

33. Talking to the camera.

34. Setting: simple, natural and personal (e.g. at home or another calm, everyday space).

Content Approval Process

35. All content must be submitted to LHL for approval before publishing. LHL reserves the right to request amendments to any content that does not comply with the messaging guidelines in this brief. Do not publish without written sign-off from LHL.