Latin America has some of the harshest abortion laws in the world. And this results in an endless debate between pro-choice and pro-life parties that add enormous pressure on pregnant women, as neither side can agree on how to categorize the first 12 weeks of pregnancy. To end this debate we created Potentia Gravida, a term that translates to potentially pregnant. Stopping the debate and giving women the choice to go ahead with their pregnancy or not. To further introduce Potentia Gravida we changed the status quo of what a pregnancy test should look like, by adapting our idea and creating "El Test de Potencial Embarazo".
This student campaign titled 'Potentia Gravida ' was published in Ecuador, El Salvador, and Mexico in June, 2023. It was created for the brands: Hey Jane and The Case For Her, by ad school: Miami Ad School Europe. This Content, Design, and Integrated media campaign is related to the Health, Pharmaceutical, and Public Interest industries and contains 5 media assets. It was submitted 3 months ago by Art Direction and Marketing : Ronaldo Cordova.
Advertising Agency (School): Miami Ad School Europe
Art Director: Ronaldo Cordova, Claudia Güell
Copywriter: Risha Rachel George, Claudia Güell
Mentor: Sudarshan (Sudi) Waghmare