Marie Stopes is currently undergoing a national rollout of centres aimed at providing Australian women and men with accessibility and consistency of services in reproductive health. The clinics are a division of the global partnership - which also includes an advocacy and charitable division that sees healthcare professionals working with local partners and governments in 39 countries.
F-H Stratcom director Jonathan Raymond said the campaign would start by introducing Marie Stopes services to Australian healthcare professionals via a campaign targeted at 25,000 GPs. This involves direct mail, briefing seminars at the clinics and both editorial and ads in medical journals and other healthcare media. A consumer PR campaign to raise the profile of the not-for-profit organisation among the general community is set to follow.
Despite Marie Stopes being a household name in Europe, this is the first major branding campaign undertaken in Australia. F-H Stratcom was appointed following a 10 consultancy review and a three-way final pitch.