We are pleased to share that MSI Reproductive Choices UK has been shortlisted for the award ‘Best Collaboration with an Influencer’ at the UK Social Media Awards 2026.
The nomination is centred on our collaboration with influencer Nelly London, who shared a video tour of our Birmingham (West Midlands) abortion clinic earlier this year.
This campaign supported the opening of our new reproductive healthcare clinic, primarily aiming to normalise abortion care and challenge stigma by presenting clinics as safe, professional and welcoming healthcare environments – and raising awareness of how to access UK abortion services.
The collaboration was incredibly successful, and resulted in this video, posted on Nelly London’s TikTok channel. The video now has over 2.4 million views, 436,000 likes and over 1,500 comments.
One in three pregnancies end in abortion, yet stigma and misinformation, particularly on social media, continue to create barriers to care. This collaboration creates content that makes a tangible difference in people’s lives, supporting improved access to vital reproductive healthcare at a local and national level
Suzanne Dickinson, Associate Director of Business Development and Engagement, said:
“Being shortlisted for the ‘Best Collaboration with an Influencer’ award at the UK Social Media Awards is well-deserved recognition of the innovative work carried out by our passionate team as we strive to break down the stigma surrounding abortion care and ensure people know how to access vital reproductive healthcare with confidence.
As a charity and NHS-funded provider, every opportunity to raise awareness of reproductive healthcare helps us reach more people with accurate, evidence-based information, making this recognition particularly meaningful.”
Eleanor Arrowsmith, Digital Content Lead, said:
“Working with Nelly London on this collaboration was a pleasure. Nelly approached the brief with sensitivity and care, and the end result completely blew us (and the internet!) away. Everything our team does is centered around demystifying access to reproductive healthcare, and this collaboration aligned perfectly with that mission.
The response was overwhelming, and I think it demonstrates exactly why high-quality content like this is so important. If even one person saw the video and learned more about abortion care before needing to access it in the future, it would have been worthwhile – let alone the 2.4 million people who did.
I can’t express enough the long-term impact this will have for those who need to access abortion care.”
The awards ceremony takes place on 22nd October 2026. You can look at the shortlist here.
