214 m women and girls in developing countries are unable to plan their futures because they don’t have access to contraceptive tools or family planning services. Family planning empowers women and girls to complete their education, creates better economic opportunities and helps them fulfil their full potential.
freuds worked with the Bill and Melinda Gates Foundation to raise awareness of this issue and created a short video with Atomised Studios which puts a UK woman in the shoes of women in the developing world who struggle to access contraception.
We also staged a stunt in Soho on the day of the London Family Planning Summit, co-hosted by the UK Government, UNFPA and the Bill & Melinda Gates Foundation – with Proud Robinson & Partners we built a fake pop-up ‘No Contraceptives’ clinic where 214 women (one for every million women who need but do not have contraception) queued to try to access contraceptives, or seek advice, from the store. Each was turned down for the sometimes outrageous and shocking reasons that women in the developing world hear every day and these responses were broadcast to the street outside.