skip to Main Content

BPAS: Just Say Non!

Lower the cost of emergency contraception.

Summary: Women living in the UK pay one of the highest costs for emergency contraception in the developed world, they are also stigmatised by consultations in busy pharmacies. Shape history was commissioned to create a fun and satirical campaign that helps raise awareness about this issue.

Emote: We created this tongue-in-cheek video to capture audiences all across the UK, showing women how else they could spend £30.

Educate: To further educate audiences about the extortionate costs, we created a landing page dedicated to the campaign, The site contains key stats and shareable content.

Action: Taking action couldn’t be simpler. We are aiming to build a movement of British people through a dedicated sign up action list on the landing page. We also created an undercover experiment to evaluate the reaction of pharmacies when confronted with a man wanting to buy EC for his girlfriend.

Result: 660k views and 1.5k shares across digital channels. Coverage incentivized across, VICE, Buzzfeed, Daily Telegraph, The Guardian, The Daily Mail, The Independent, Elle, New Statesman and many others. We also noted huge inconsistencies with pharmaceuticals policy on who can purchase the pill, as well as a postcode lottery on the cost.

Update: As of July 2017, large retailers have begun to drop their prices. Both Superdrug and Tesco have slashed their prices by 60%. There is now mounting pressure on Boots, the UK’s largest commercial retailer, to drop its prices too.