| Title | PREGNANCY TEST |
| Brand | PRO-LIFE PHILIPPINES |
| Product / Service | PRO-LIFE PHILIPPINES |
| Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
| 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 |
The pregnancy test helped increase the number of calls to the Pro-Life Philippines hotline by 112%.
Pro-Life Philippines used the traditional pregnancy test as a medium, innovated it, and gave this to women in the university belt (where colleges are). The innovation encouraged the woman the second she finds out she's pregnant--the very moment she's most vulnerable to thoughts of having an abortion. One the test turns positive, a reassuring message appears on the screen. At the same moment, she is urged to call the Pro-Life hotline. Here, she is counseled and encouraged: she won't face her pregnancy alone.
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.