Young and Rubicam Takes on UK Campaign to End Fistula

UNITED NATIONS, New York — The London office of the award-winning advertising agency Young & Rubicam is giving its creative services to UNFPA, the United Nations Population Fund, for the Campaign to End Fistula. The agency will work with UNFPA to break the silence around obstetric fistula in the United Kingdom through possible broadcast, print and electronic materials.

“The public needs to know about fistula because there is something we can do about it,” said James Murphy, Managing Director of Rainey Kelly Campbell Roalfe (RKCR/Y&R), the London affiliate of the Young & Rubicam network.

Obstetric fistula is a childbirth injury that affects at least 2 million women worldwide. Lack of medical intervention during prolonged obstructed labour damages the woman’s soft pelvic tissues and creates a hole, or fistula, in her bladder and/or rectum. The baby usually dies and the woman suffers severe physical and emotional trauma. She leaks urine and/or faeces constantly, may suffer from infections and nerve damage, and is often isolated, abandoned and ostracized.

“Fistula is a double sorrow because these women lose their babies and they lose their lives,” said Thoraya Ahmed Obaid, Executive Director of UNFPA. “Fistula is more than just a medical condition. It is also a social problem because it is linked with shame and rejection.”

Fistula is both preventable and curable and should not happen in the 21st century. Reconstructive surgery, performed by a skilled urologist or gynaecologist, can mend damaged tissue and cure the incontinence. Success rates are as high as 90 per cent for uncomplicated cases and women can usually have more children through Caesarean section.

“The decision to work on the Fistula Campaign was simple,” said Mr. Murphy. “Fistula devastates the lives of millions of women, yet a simple surgery that costs under $300 can totally reverse this unbelievable suffering and restore a woman’s dignity. How could we not help?”

The global Campaign to End Fistula was launched by UNFPA in 2003 and involves a wide range of partners. The long-term goal is to make fistula as rare in Africa and Asia as it is in the developed world. The Campaign is active in 30 countries and focuses on three areas: prevention, treatment and reintegration of patients into their communities once they are healed.

“The key to ending fistula lies with prevention,” stressed Ms. Obaid. “Many countries, such as the United Kingdom, have achieved this over the last century. Women living with fistula put a human face on the importance of good maternal health care. In countries where family planning is available and affordable, births are attended by skilled medical professionals and emergency obstetric care is available for women who develop complications, fistula is uncommon.”

RKCR/Y&R has a track record of working on women’s health and rights issues. The agency has produced thought-provoking yet sensitive creative materials for clients such as Womankind, Breakthrough Breast Cancer and Central Office of Information Anti-Domestic Violence.

For more information on the global Campaign to End Fistula, visit www.endfistula.org

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UNFPA is the world’s largest multilateral source of population assistance. Since it became operational in 1969, the Fund has provided substantial assistance to developing countries, at their request, to address their population and development needs. Making motherhood safer for all women is at the heart of UNFPA’s mandate.

RKCR/Y&R is a top 20 London-based advertising agency, part of the worldwide Young & Rubicam network and is also part of the wider WPP communications group. RKCR/Y&R is dedicated to delivering communication ideas and solutions to its impressive list of clients, such as Land Rover, Marks & Spencer, Virgin Airways and Virgin Mobile. The agency’s slogan is: Ideas Before Advertising and Ideas Beyond Advertising.

Contact Information:

Micol Zarb
Tel.: +1 212 297 5042
Email: zarb@unfpa.org