Brief Description: 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. ;---(TAGS)--- Full Title: The BMA's anti-NHS reform campaign - or how to change a government's mind ; Number: 1990/406 ; Brand Name: Anti-NHS Reform Campaign ; Client: Bma ; IPA_ProductCoding: Government Departments (Political or religious campaigns) ; Government Departments (Government institutions) ; Agency: Abbott Mead Vickers.BBDO ; Author: Peter Field ;