- What's the background?
The ground-breaking commercial was created after research showed that only 42 per cent of UK adults said they would know where to go for specialist advice, other than their GP if they or their partner were faced with an unplanned pregnancy. The survey also showed that three quarters of UK adults (76 per cent) agree that commercials about unplanned pregnancy advice services should be allowed on TV, within appropriate broadcasting times.
- Why was it controversial?
Campaigners who protested against the screening included The Christian Institute, The Society for the Protection of Unborn Children and The ProLife Alliance.
- PR strategy
The PR is being headed by Hill & Knowlton. A press release was sent out under embargo to the media last Tuesday - a week before the ad was broadcast.
- Media coverage
National coverage included a front-page article in The Guardian and stories in The Times, Independent, Daily Mail and the Daily Mirror, which all included quotes from protestors. The Mail ran the headline: 'First TV advert selling abortion: But pro-life groups demand a ban'.
215k abortions were performed in the UK in 2008
1.2k women came to England from Northern Ireland for abortions in 2008