GynPillsBridging Public Health and Digital Innovation in Reproductive Care

Alessandro Messina^1*, Safae El Motarajji^1,2, Alessia Mariani¹, Camilla Cavallero¹, Albert Felix Cosnita¹, Bianca Masturzo¹

¹Division of Obstetrics & Gynecology, Degli Infermi Hospital, Biella, Italy

²Department of Public Health and Pediatrics, University of Torino, via Santena 5bis, 10126 Turin, Italy

*Corresponding Author

Alessandro Messina, Division of Obstetrics & Gynecology, Degli Infermi Hospital, Biella, Italy, E-mail: alessandro.messina@aslbi.piemonte.it

Abstract

In an era increasingly shaped by digital information flows, reproductive health communication must adapt to new challenges-particularly the widespread circulation of misinformation, low health literacy among younger populations, and unequal access to reliable, inclusive content. This article presents #GynPills, a digital public health initiative developed by the Obstetrics & Gynecology Unit of Degli Infermi Hospital of Biella, Italy, which aims to bridge these gaps through accessible, evidence-based reproductive health communication integrated with clinical services. Launched in 2024, #GynPills utilizes mobile-first formats such as short videos, infographics, and live Q&A sessions, disseminated via Instagram, TikTok, and community networks. Its content is shaped by users’ frequently asked questions and emerging health trends, and is co-designed with clinical professionals and community representatives. The project targets adolescents, young adults, and underserved populations, prioritizing clear language, multilingual access, disability inclusion, and cultural sensitivity. More than a communication campaign, #GynPills functions as an extension of local reproductive health services, including cervical screening, contraception counselling, and access to assisted reproduction, providing users with a digital front door to public care. Its content is systematically reviewed for scientific accuracy and directly linked to service navigation, thereby fostering trust and increasing health service uptake. Evaluation of the initiative indicates strong community engagement, measurable improvements in health knowledge, increased use of reproductive services, and greater user confidence in navigating healthcare. Feedback shows that the project helps counter misinformation, improves therapeutic relationships, and supports early access to care. #GynPills demonstrates how public health institutions can lead in digital innovation by embedding communication within healthcare systems. It offers a replicable model for other territories and thematic areas, from sexual health to vaccination. The project highlights the importance of public sector investment in strategic, inclusive, and evidence-informed communication, affirming that digital health is not a substitute for care, but a fundamental component of an equitable, modern public health system.