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 have an abortion.

Describe how the promotion developed from concept to implementation

Pro-Life Philippines came out with a pregnancy test and went on-ground in the university belt (where colleges are) to get this to young women. 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. Once 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

The pregnancy test helped increase the number of calls to the Pro-Life Philippines hotline by 112% It helped teens not give up their child's life--and their very own.

Explain why the method of promotion was most relevant to the product or service

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.