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of emergency contraception IN THE UK.

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.

Just Say Non!

It costs 5 times more to buy emergency contraception in the UK than in France. Outrageous, oui? Join our campaign and #JustSayNon to the high price of emergency contraception. Sign up here:

Posted by Bpas - British Pregnancy Advisory Service on Tuesday, 29 November 2016



Key deliverables:

  • Filming of bpas team
  • Editing and grading of 4 minute video
  • Subtitles within video

Summary:We created a video to celebrate 50 years since abortion provision became legal and since the British Pregnancy Advisory Service (bpas) first opened it’s doors. Our team filmed bpas doctors, nurses, midwife practitioners and development managers over a couple of days to hear why they’re all proud to care for women every day. Each person explained the process of abortion care in a humane fashion and the importance of why they work in this field, and for bpas in particular. Through this video, it came across the non-judgemental care and friendly and professional services that the bpas team offer.

We collated all of the footage that we filmed and edited it together in a less than 4 minute video. It was posted publicly on bpas’ Facebook page and was shared internally with their team. The video also lives on the bpas website.

This was part of bpas’ #WeTrustWomen campaign, which campaigns to decriminalise abortion across the UK.

It's now 50 years since abortion provision became legal and bpas first opened its doors. Here, some of our staff explain why they're proud to care for women every day.

Posted by Bpas - British Pregnancy Advisory Service on Thursday, 26 April 2018