Changing attitudes towards young mums

client:YWCA
Respect Young Mums campaign poster

YWCA is one of the oldest women’s organisations in the world.  In 2004 they wanted to stress their contemporary relevance with their first ever public-facing campaign. 


They decided to take on a serious challenge - the widespread discrimination and prejudice against teenage mums.  Forster was appointed to conceive and deliver this and future campaigns.

Outcomes


  • 100% of the media coverage achieved was positive and reached  50% all UK adults, 57% of professionals and 68% of opinion formers, an average of three times each or more.

  • Forster’s campaign has achieved a demonstrable shift in the parameters of debate, policy and service delivery surrounding disadvantaged young mums and has given YWCA new prominence as an influential campaigning charity.



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