When Bpas, the UK’s leading provider of pregnancy advice and abortion care, wanted to reach a much wider audience they asked Wire to develop an effective strategy for communicating their services and values.
We worked closely with senior management and front line staff before talking directly to several groups of women who had experienced unplanned pregnancy. The result was a new set of messages that spoke to today’s women with respect – using written and visual communication to show Bpas’ empathy for issues such as choice, timing, discretion and quality of care.
A pilot campaign across London targeted GPs, pharmacists, PCTs, educators and women in specific areas and socio economic groups. The pilot was launched in May 2006 and is being measured through a dedicated advice line and website.
The response from GPs, advisors and women across London has been incredibly positive. After analysing the responses we look forward to working with Bpas to develop a full, integrated, national campaign.