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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.”
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Alan Nichols

Marketing Director

BPAS