You have to hand it to BPAS. My abhorrence at their latest campaign, cheekily entitled “Santa Comes” is intermingled with jaw-dropping admiration for a very slick PR job, very well done.
It seems that BPAS are so concerned by the seasonal spike in unplanned pregnancies, that they are providing a new service which enables women to obtain stockpiles of the morning-after pill in advance of the Christmas festivities, in case of an unforeseen instance of unprotected sex.
Given BPAS’ concern for the needs of women and the awareness that perhaps more women than usual might need to obtain access to emergency contraception, one might think that a charity who claim to have the best interests of women at heart, would open emergency clinics over Christmas. As a charity who are mindful of their costs, after all opening on Boxing Day would entail double-time payments and the cancelling of annual paid leave, the handing out the pill in advance is obviously an infinitely more cost-effective and practical notion.
As BPAS admit, it is more than likely that underage teenage girls will be able to access advance supplies of the morning-after pill, but well teens will be teens won’t they? It’s probably very unlikely that any girls will be coerced into ringing up or that anyone sexually exploiting teen girls will misuse the service isn’t it? No teen will contemplate passing it onto a friend or selling it will they?Parents have absolutely no right to know whether or not their children might be contemplating engaging in un-protected sex, let alone whether or not they are taking huge doses of a synthetic hormone. Parents don’t really have any need to know what might be going on, enough information is given so that the responsible young teen engaging in unplanned sex will know that if she is sick within two hours she might need another dose and that if she has a persistent pain in her lower abdomen, she will need to consult a doctor as Levonelle (the morning after pill) does nothing to prevent ectopic pregnancy.
It’s not at all irresponsible to suggest that unsafe or unforseen sexual encounters are all part of the Christmas tradition and that people will be unable to resist the lure of a quick tumble with a relative stranger after one avocat too many. Forgetting to use a condom goes hand in hand with a drunken rendition of Fairy Tale of New York does it not?
Still let’s not be too condemnatory, BPAS do chuck in some free condoms just to prick the conscience and to provide justification for their handing out of emergency contraception, which when it was introduced was intended only ever to be administered on prescription in exceptional circumstances.
Considering the evidence that the morning after pill does not have an impact upon unplanned pregnancy rates, in the words of Dr Caroline Scherf, a consultant in sexual and reproductive health with the Cardiff and Vale University Health board
the pill as emergency contraception is preferable as opposed to nothing after unprotected sex, but there is still a very high chance that they will end up pregnant
it is surely ungracious and cynical to suggest that this is merely a ploy to surreptitiously increase their customer base?
This scheme does not discourage irresponsible sex, it positively sanctions it. According to the doublethink of BPAS, planning for irresponsible sex is the height of responsibility.
Of course, compassionate souls that they are, BPAS wouldn’t dream of encouraging yet more sexual encounters that might lead to more demand for abortions now would they? After all, there is no possibility that more drunken or spontaneous sex, safe in the knowledge that there’s always a back-up, will lead to more unplanned pregnancies or STIs now is there?
And who will be the first port of call when the emergency contraception or even the free condom fails? BPAS, those caring people who gave me the free contraception in the first place. Stunning piece of marketing and indeed PR. Even if it transpires that there are no spikes in STIs or unplanned pregnancies over the Christmas period, (I hope someone monitors this)even if our young responsible girl (the advert is clearly aimed at a certain demographic) resists the lure of a quick pash on the tinsel bedecked photocopier, or her contraception works, well she’s still got the pill for another time. Together with a heightened brand awareness of BPAS. You have to hand it to them, this campaign gets their name all over the media, in the same way as Benetton’s Pope stunt; it wins the praise of pro-choicers and
professional copulationists sex education advocates whereas anyone with half an ounce of sense will shake their head in despair. The scheme vastly increases awareness of BPAS in the teenage market with carefully targeted, fun and festive advertisements featuring in teen magazines and young adult glossies.
Santa’s coming, how witty, how risqué, what a clever and sophisticated double-entendre. I can think of a much more responsible slogan in a similar vein.
“Say no to the stuffing”.