Bates, which developed the public service campaign, said the charity had
altered its strategy in an effort to stem the growing number of
unplanned pregnancies. In the past, Mother's Choice's efforts were
directed at helping teens deal with unwanted pregnancies, but the new
campaign targets the root cause, teaching teenagers how to deal with sex
and relationship issues.
Bates executive creative director, Iris Lo, said Mother's Choice aimed
to provoke teenagers to think before they act.
Three executions were created - 'Seduction', 'Argument' and 'Pregnancy'.
In Seduction, a young girl is asked by her boyfriend to move their relationship to a more intimate level and she agrees, but the final shot shows the girl kissing her mirror image, underlining the message that teens should not be pressured into making the wrong choice in relationships.
