The British Medical Association (BMA): Anti-NHS Reform Campaign

Campaign by the British Medical Association who were against aspects of the Government's bill to reform the NHS. Argument: medical judgement and patient preference must not be compromised by wholesale introduction of cost as a factor in selection of treatment. Objective: to build public pressure and influence Conservative MPs and peers. Media: national press and posters. Also leaflets. Evaluation: high ad awareness and considerable media coverage. Advertising generated significant hostile correspondence to MPs. Ultimately, the Government moved from an uncompromising stance to one that accepted a number of amendments to the bill. Advertising won the political battle.