Accidents will happen: Making it possible to be wise after the event

Low-budget 1995 campaign for the Health Education Authority to promote emergency contraception for the first time.
Agency: BMP DDB NeedhamAuthor: Jane Gapper

Accidents will happen: Making it possible to be wise after the event

BACKGROUND

It is a little known and alarming fact that 34.5% of all women can be expected to have at least one abortion in their lifetime (Source 1). This is perhaps less surprising when one considers that surveys suggest that between one third and one half of all conceptions are unplanned, and that as a result as many as 20% of conceptions end in legal abortion.

190,600 abortions were performed in Great Britain in 1991, representing a 43%...

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