Pregnancy
Crisis Pregnancy Campaign - Ireland
Client: Crisis Pregnancy Agency.
Target Audience: Women aged 18-22 years.
Summary: The Irish crisis pregnancy program was established to complement the Irish Government’s national strategy for crisis pregnancy. The program targeted 18-22 year old female college students and aimed to highlight the services offered by Positive Options, a confidential directory providing a list of agencies that are skilled in the area of crisis pregnancy. It encouraged young females attending college to seek this service via SMS and Internet.
Results: Two researchers conducted 77 interviews with female college students from three different colleges. The results found that 40 per cent of students recalled the messages without prompting. When prompted this figure rose to 70 per cent.
70 per cent of women claimed that they ‘definitely’ or ‘probably’ would use this facility. 97 per cent of respondents agreed that advertising in the washroom area is a good idea. Overall, 1,700 text messages were received via the SMS function. Due to the positive results, an extension of the campaign was granted.
