British Pregnancy Advisory Service

650,000

video views

15+

UK media coverage

60%

cut in cost

British Pregnancy Advisory Service

Project: #JustSayNon Cause: Gender Equality Deliverables: Purpose Advertising & Campaigns, Research & Strategy

Together with the British Pregnancy Advisory Service (BPAS), we lobbied major retailers including Boots, Tescos & Superdrug to advocate for a significant reduction in the cost of emergency contraception... and won!

Challenge

Women in the UK pay one of the highest costs of emergency contraception. How can we make both the public and retailers listen and take action to reduce the cost?

utopia

To lower the extreme cost of emergency contraception in the UK and see emergency contraception reclassified so that it can be sold straight from the pharmacy shelf.

Solution

Started conversations on social media by creating a tongue-in-cheek campaign initially raising awareness of the issue. We turned the engagements and media coverage towards commercial retailers who slashed their prices by 60% in 2017.