PREGNANCY TEST

TitlePREGNANCY TEST
BrandPRO-LIFE PHILIPPINES
Product / ServicePRO-LIFE PHILIPPINES
CategoryA02. Ambient media: small scale (incl. premiums and giveaways)
EntrantY&R PHILIPPINES Manila, THE PHILIPPINES
Entrant Company Y&R PHILIPPINES Manila, THE PHILIPPINES
Advertising Agency Y&R PHILIPPINES Manila, THE PHILIPPINES

Credits

Name Company Position
Marcus Rebeschini Y&R Asia Chief Creative Officer/Asia
Badong Abesamis Y&R Philippines Chief Creative Officer
Herbert Hernandez Y&R Philippines Executive Creative Officer
Sandy Salurio Y&R Philippines Executive Art Director
Myra Carabeo Y&R Philippines Creative Director
Chiqui Luzarraga Y&R Philippines Art Director
Ariel Bautista Y&R Philippines Print Producer
Ringo Francia Y&R Philippines Final Artist
Helena Zheng Y&R Beijing Office Manager
Miko Montifar Montifar Photography Photographer
Emir Shafri Y&R Singapore Associate Creative Director
Hisashi Matsui Y&R Singapore Art Director
Michael Enriquez A Different Story Productions Editor

The Brief

In the Philippines, more than 600,000 women have abortions yearly, many of them teens. Understandable, for how would you feel if you got pregnant while still a student, with no money, and without a partner by your side to support you? Yet studies have shown that young women who have abortions are 10 times more likely to commit suicide. The objective: convince these women not to have an abortion.

Creative Execution

The idea catches the target when she is most vulnerable to thoughts of having an abortion – and encourages her to call the Pro-Life Philippines hotline where she can talk about her problem, and become convinced that abortion is not the answer.

Describe the creative solution to the brief/objective.

Pro-Life Philippines came out with a pregnancy test and gave this to these women. It gives them encouragement the moment they find out about their condition: once the test turns positive, a reassuring message appears, telling them to call a hotline. Here, they are counseled that the group is here for them, that everything will be all right, and that they won’t face their pregnancy alone.

Results

The pregnancy test helped increased the number of calls to the Pro-Life Philippines hotline by 112%.