Prima Communications has designed a hard-hitting campaign for the British Pregnancy Advisory Service, promoting its advice service on abortion.

It is the first time a project has approached the controversial subject in such a direct fashion, placing the word ‘abortion’ in big letters across the poster.

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First look at London Design Festival 2018

This year’s week-long celebration of design will see installations by Kellenberger-White, Studio Frith and Waugh Thistleton Architects, plus a refined, “playful” visual identity by Pentagram’s Domenic Lippa.