Published by Sue Johns-Chapman
Published Date 25.08.2026 
MSI Reproductive Choices UK (MSI UK) are pleased to have been shortlisted in the category ‘Best Collaboration with an Influencer’ in recognition of our recent work with influencer Nelly London to demystify abortion access in the UK.
MSI Reproductive Choices is a UK-registered charity, providing NHS-funded reproductive healthcare (including abortion, contraception and vasectomy services) via a network of 60+ clinics across England. We are part of a global charity working in 36 countries around the world to provide life-saving healthcare and education.
As a reproductive healthcare charity, our mission is to ensure everyone can access the care they need free from stigma, misinformation or discrimination. This collaboration is a direct expression of this. We’re committed to providing transparent, compassionate care, and in doing everything we can to alleviate any anxieties or worries people have before visiting us.
Our collaboration with Nelly London
This collaboration supported the opening of a new reproductive healthcare clinic by MSI Reproductive Choices UK in Birmingham (West Midlands), primarily aiming to normalise abortion care, show people what they can expect, and challenge stigma by presenting clinics as safe, professional and welcoming healthcare environments – whilst raising awareness of how to access UK abortion services.
The secondary objective was to increase regional and national awareness of the central location of the Birmingham clinic, which expands vital access for patients in the Midlands, but also those who travel from across the UK and internationally.
We were pleased to collaborate with influencer Nelly London – she shares values which are aligned with MSI UK’s mission and has long been a champion of women’s health and rights on her own platform. She has also previously shared her own experiences accessing abortion care in Cosmopolitan, Marie Claire and on her own channels.
Posting on TikTok, this video-first platform allowed us to visually showcase the clinic environment, directly supporting our objective to demystify abortion care and present clinics as safe and welcoming spaces.
Our TikTok channel, founded last Autumn, is less than a year old. We have been steadily growing a passionate and engaged community of users, prioritising short-form, TikTok-native video.
We worked collaboratively with Nelly to develop a ‘come with me’ video concept that showcased the clinical environment in a way that was accessible, engaging and mirrored popular, creator-led content.
To balance authenticity with medical accuracy, the video was loosely scripted in partnership with Nelly, focusing on following the key spaces someone might see when visiting an abortion clinic – for example, a waiting room and a consultation room. We discussed the sorts of questions or worries someone might have about the process, with Nelly providing reassurance to viewers whilst walking through the clinic.
Considerations and challenges
Creating content for a highly regulated and often stigmatised healthcare service presents unique challenges. Online anti-choice (anti-abortion) activity is common, and larger collaborations increase exposure to audiences who may oppose abortion. On TikTok specifically, the algorithm can amplify all engagement, positive or negative.
Therefore, it’s important that we work with wonderful partners like Nelly London, who maintains a positive, engaged community who are receptive to discussions on reproductive rights and bodily autonomy. Her personal experience accessing abortion care also allows her to approach the topic with authenticity and sensitivity.
Achieving medical accuracy was equally critical. We facilitated in-depth conversations between Nelly and our clinical team. A clinical staff member was also present during filming to provide advice.
Outcome
We were immensely pleased with the outcome of our work together, which culminated in this video. At the time of writing, it has over 2.4 million views. Likes sit at 436,000, with 1500+ comments, and 24,000+ saves and shares. Most impressively, the engagement rate is over 20%.
Numerically, of course, this collaboration has been a huge success. However, one of the biggest markers of success with this collaboration is the outpouring of comments and the encouragement of informed discussion. One highlight was a comment, which got 40,000 likes, reading: ‘You’ll probably help so many women in the scariest time of their lives showing this’.
What this nomination means
One in three pregnancies end in abortion, yet stigma and misinformation, particularly on social media, continue to create barriers to care. This collaboration demonstrates 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 at MSI Reproductive Choices UK, 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.”
You can watch MSI Reproductive Choices UK’s collaboration with Nelly London here and visit their TikTok channel here.
