New Crisis Pregnancy Campaign Targets Older Women
The Crisis Pregnancy Agency has launched a national advertising campaign aimed at sexually active women, in their late thirties and 40s, who may be experiencing an unplanned pregnancy. The advertising, which commences this week, will be conducted on national radio stations and in specific press and coincides with a time of year when crisis pregnancy counselling and support services are busiest.
Speaking about the campaign Crisis Pregnancy Agency Chairwoman, Olive Braiden, said, ‘older women are not one homogenous group. They can be married with children and believe their family is complete; single lone parent(s); separated with children; or single and childless. Research commissioned by the CPA indicates that many women in this age group mistakenly believe themselves to be infertile due to the menopause and are consequently not using contraception.’
Ms Braiden went on to say that research commissioned by the Agency shows that nearly one third of women, who have been pregnant, have experienced a crisis pregnancy and that the vast majority (75 per cent) of these women went on to have the baby.
A common thread between women in this age group is that many never envisaged finding themselves in the position of having to consider their options about the pregnancy or how they would cope with a pregnancy and a new baby. According to Ms Braiden ‘evidence suggests that when faced with a crisis pregnancy older women chiefly worry about responsibilities to their other children and husband/partner and the impact of a pregnancy on their health. Coping emotionally and financially are further issues – particularly for a woman who may be raising the child alone.’
The CPA is concerned that mature women may not be aware of how crisis pregnancy counselling and support services can help alleviate some of these worries or concerns. ‘The aim of our advertising campaign’, said Ms Braiden, ‘is to alert older women to the range of help and support services available nationwide. The Agency’s Positive Options campaign provides a list of State-funded, high quality services that offer free crisis pregnancy counselling nationwide, regardless of the woman’s income, location or age.’
The advertising campaign, entitled “What If?” directs women to counselling services listed under Positive Options in the Golden Pages and to their local family doctor.
On a separate but related issue the Agency welcomes the announcement by the Minister for Social and Family Affairs, Mr. Brennan, on his plans to replace the one parent family payment with a new child benefit scheme. According to Ms Braiden ‘too many single-parent families live in poverty. These new welfare proposals will provide them with an opportunity to enter the workplace or education system if they so wish. Our Agency has in the past advised the Minister of the need to reform the welfare and benefits system and we now welcome this positive and progressive move forward.’
For further information please contact: Olive Braiden Tel: 086 8221476 or Caroline Spillane Tel: 01 8146292/087 2644819
