"Would you be more careful if it was you who got pregnant?" asks the poster with the pregnant man created at agency Cramer Saatchi. This image caused quite a stir at the time, it even offended people, but the idea stuck. For decades, copies of this poster hung in health services waiting rooms everywhere, and the concept was also used in the United States.
Photographer: Alan Brooking
Ad agency: Cramer Saatchi (now Saatchi & Saatchi)
Art director: Bill Atherton
Copywriter: Jeremy Sinclair
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