Crisis Pregnancy Agency launches major advertising campaign

For the first time in the history of the State, a national TV campaign promoting the consistent use of contraception is being aired on Irish television. The campaign commenced on September 20th. and also incorporates cinema advertising, outdoor posters, an information leaflet and a web site.

The campaign, entitled ‘Think Contraception’ – created on behalf of the Crisis Pregnancy Agency by Dublin based advertising agency Leo Burnett – reminds people that because sex can happen at any time and anywhere they need to be prepared for the unplanned and always use contraception. The campaign targets 18-25 year olds as research has identified this age group as showing a lower usage of contraception and a predisposition to engage in sexual risk taking.

New research by the Crisis Pregnancy Agency (CPA) launched this week (Monday, 20th September 2004) provided insights into the behaviour of and attitudes to contraception on the part of 18-25 year olds. On the basis of these insights the ‘Think Contraception’ campaign was created. Amongst those commissioned to complete studies were the Economic and Social Research Institute and the Royal College of Surgeons. Click here to view the evidence base behind the campaign.

Caroline Spillane, Programmes & Communications Manager with the CPA comments, “The research throws new light on how people in Ireland today really feel about contraception, pregnancy and fertility. Given our responsibility is to highlight the prevention message we needed to address the issues raised in a way that will effectively reach those most affected or those at risk. We are confident this new ‘Think Contraception’ campaign does this in a appropriate and clever way.”

The variety of scenarios depicted reflect the opportunistic nature of sex for this age group and serves to remind people that because sex can happen at anytime and anywhere they need to be prepared for the unplanned and always use contraception. The campaign end line is ‘No matter where or when – Think Contraception’ reinforcing the message of consistent contraceptive use regardless of the scenario or time of day.

The campaign is set to run over a three-year period.