A new campaign aims to demonstrate the reality of life without choice and to reframe the meaning of ‘pro-life’ by targeting those who support restricting reproductive healthcare options.
‘Made by Choice’ is the work of global creative company, 72andSunny, in partnership with Wisp, the largest sexual and reproductive telehealth company in the US; the Abortion Freedom Fund, which helps finance telehealth abortions nationwide; Plan C, an evidence-based information campaign for abortion pill access; Stix, the vaginal and reproductive health brand; Mayday, an education campaign on how to access abortion pills in states without clinics; and period product brand, August.
These organizations were compelled to take collective action after last year’s United States Supreme Court decision overturning Roe v. Wade – ending all federal protections for abortions, while deepening the political divides on this topic. As a result, discourse between both sides is almost impossible, with many Americans existing in bubbles which limit exposure to differing views.
To counter this, the ‘Made by Choice’ campaign aims to reach anti-choice audiences via a film which drives home the message that there is no life if people don’t have the right to choose.
Audiences are used to having the choice to skip ads on YouTube. 72andSunny plays into that expectation with this campaign by using the skippable ad format ahead of traditionally ‘anti-choice’ content. The catch is that the film begins with the message that if they hit the skip button, free abortion care will be provided to someone who is in need.
Those who choose to stay will see a film demonstrating how the choice to end unwanted pregnancies isn’t anti-life – it actually saves couples, families and dreams; the essence of life. It ends by directing viewers to a dedicated campaign website, where they can learn more about reproductive care and how to access resources.
‘Made by Choice’ breaks on June 20th and runs for two weeks, with YouTube’s metrics recording the number of skips, ensuring that an accurate number of donations of free medical abortions can be made.
This professional campaign titled 'Made by Choice' was published in United States in June, 2023. It was created for the brand: Wisp, by ad agency: 72andSunny. This Film medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted 3 months ago.