Difficult Christmas Messages: Research and Comms Development in a Crisis Situation

Time: 6.00 pm – 8.30 pm

bpas (British Pregnancy Advisory Service) apprehensively embarked on its first programme of research in 2012. Despite being Britain's largest single abortion provider and caring for over 55,000 women each year, this charity had not approached women for their opinions outside of their clinics before.

bpas wanted to know how women source information and support when they find themselves with a ‘crisis pregnancy’, the brand perceptions they held of bpas and how they engage with different styles of advertising.

Gough Bailey Wright, bpas’ marketing agency developed a range of advertising executions for the research – some were deliberately edgier than others. They weren’t bpas’ normal style but direction was needed on what was acceptable and what was a step too far.

On 1 December, bpas, Gough Bailey Wright and Research by Design will tell you about the difficult discussions that were had designing the research and deciding on the methodology, the valuable lessons that were learned and how all this has led to today’s brand positioning and advertising of bpas’ services.

This event is organised by MRS Midlands; if you would like to join the network please go to https://www.mrs.org.uk/join_mrs/join_the_network

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