Our solution directly intercepted the problem – and the existing behaviour. We mimicked the deadly adverts, and changed one crucial thing: instead of a backstreet abortion clinic’s number, we added the number of an experienced, safe clinic: Mosaic. This ensured that the desperate women, who did call, were instead rerouted to safety, and directly in touch with a medical professional - immediately.

We designed and printed simple, low cost posters that looked exactly like the ones on the street, and pasted hundreds of them exactly where desperate women find the effective yet deadly scam posters every day. The posters created were so simple they can be replicated endlessly at minimal cost using limited infrastructure – and as such the campaign has run for 12 months and counting.

Today, for as little as 1c per poster, we’re redirecting women to safety, and preventing on average 30 potentially deadly abortions every month.