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Maxwellia works with 11 London for social promotion of first ever OTC contraceptive pill

We’re excited to announce that we are now working with pioneering British pharma company Maxwellia to help launch Lovima®, a contraceptive pill to be available in pharmacies without the need for a doctor’s prescription – for the first time in UK history.

We’ll be responsible for building a social media following across a range of social platforms, and demonstrating how Lovima® can make a huge difference to women’s lives.

This reclassification of the daily progestogen-only pill is one of the biggest revolutions in women's health in the 60 years since the pill was first launched in the UK[1], finally putting more women even more in charge of their daily contraception by widening access.

The licence was granted on 8th July 2021 following a three-week public consultation triggered by a reclassification request spearheaded by Maxwellia. The move has been welcomed by women's health organisations including the Royal College of Obstetricians and Gynaecologists (RCOG) and the Faculty of Sexual and Reproductive Healthcare (FSRH) which have been campaigning tirelessly to make the progestogen-only pill available without prescription.[2][3]

Matthew Hunt, MD of 11 London, said: ‘It’s about time that women can get the pill through pharmacists. It means they don’t have to go to the doctor – which makes sense as they’re not ill – and that in turn takes the pressure off GPs. From a creative point of view there’s a lot to say, and these breakthroughs don’t come along often so we’re thrilled to be working on the account’.

Lovima® will be available from UK pharmacies including Superdrug and Lloyds, from the end of July at a retail price of around £10 per month.

We invite you to stay updated and discover more about Lovima® by following their Instagram profile @lovimalife

About 11 London 11 London is an advertising and communications agency, based in West London. We work in the areas of health and humanity - with organisations, brands or products that improve or prolong life. To learn more about 11 London, please contact:


[1] BBC News: 1961: Birth control pill 'available to all'. Available at: [accessed 17 March 2021] [2] RCOG (2019) Better for women report. Available at: [Accessed 17 March 2021] [3] FSRH (June 2020) Restoration of SRH Services during Covid-19 and Beyond. Available at: [Accessed 17 March 2021]


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