In the Philippines, more than 600,000 women have abortions, many of them teens. Yet studies have shown that young women who have abortions are 10 times more likely to commit suicide. The objective: prevent suicides from happening. Pro-life Philippines came out with a pregnancy test and went on-ground near universities to give this away. The innovation encouraged the woman the second she finds out she's pregnant - - the very moment she's most vulnerable to thoughts of having an abortion. Once the test turns positive, an encouraging message appears on the screen. At the same moment, the facility is promoted as she is urged to call the Pro-life hotline. Here, she is counseled not to take her child's life and her very own. The pregnancy test helped increased the number of calls received on the facility's hotline by 112%.

The idea catches the target when she is most vulnerable to thoughts of having an abortion, promoting the facility (Pro-life Philippines) and its hotline.

The Pregnancy Test helped increase the number of calls to the Pro-life Philippines hotline by 112%.