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Back to topSelected Projects — BPAS

Illustration

Illustration

Street advertising

Street advertising

Tube advert

Tube advert

Booklet

Booklet

Leaflet

Leaflet

Purse card

Purse card

Poster

Poster

BPAS

Campaign and awareness

BPAS (formerly the British Pregnancy Advisory Service) is the UK's leading provider of pregnancy advice and abortion care.

The organisation was looking to develop a new approach to engage today's modern, professional woman. They wanted to move away from the patronising, and often crass approach used around this sensitive issue. They also wanted a campaign that was distinctive and memorable and that demonstrated understanding and respect.

After research with counsellors, care managers and clients, Wire developed a completely new visual and written language around the themes of timing and choice. French Illustrators Antoine et Manual were commissioned to create a unique illustration. This was combined with clear and direct copy writing.

Wire went on to create and deliver a complete marketing strategy including discreet purse cards, text contacts, website, advertising placements in public toilets and an unbiased ‘your choices' booklet, designed to help time-limited GPs.

The response from advisors, GPs and women across the country has been overwhelmingly positive and the success of the campaign is being monitored through a dedicated action line.

“The pilot has had a really positive effect on all the staff. It is exactly what we are looking for and demonstrates a more sophisticated level of empathy and understanding for our clients. It has been particularly popular with GPs who can’t seem to get enough of the booklets.”

Alan Nichols

Marketing Director

BPAS