Title | PREGNANCY TEST |
Brand | PRO-LIFE PHILIPPINES |
Product / Service | PRO-LIFE PHILIPPINES |
Category | A02. Ambient media: small scale (incl. premiums and giveaways) |
Entrant | Y&R PHILIPPINES Manila, THE PHILIPPINES |
Entrant Company | Y&R PHILIPPINES Manila, THE PHILIPPINES |
Advertising Agency | Y&R PHILIPPINES Manila, THE PHILIPPINES |
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 |
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.
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.
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.
The pregnancy test helped increased the number of calls to the Pro-Life Philippines hotline by 112%.