This 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 agency 72andSunny, in partnership with Wisp, the largest sexual and reproductive telehealth company in the U.S.; 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” is in the midst of a two-week run, with YouTube’s metrics recording the number of skips, ensuring that an accurate number of donations of free medical abortions can be made.
Elaine Cox, executive creative director at 72andSunny, explained, “We’re a year into the decision to overturn Roe. Lines have been drawn. And it’s hard to get a word in when discussing polarizing topics if you don’t already believe the same thing. So everyone retreats to their own corners; trapped in an echo chamber of their own making; never to reach out to the other side. But when we put up walls between ourselves and those with opposing beliefs, they exist in a vacuum of information and we let them make assumptions about reproductive healthcare and the reasons people need it. This campaign is designed to force us together for just a moment, reopen the lines of communication, and share the life changing and life saving power of access to abortion care.”
Phase two of the campaign will be aimed at pro-choice audiences, inviting them into the conversation, with the aim of driving more donations for Abortion Freedom Fund.
CreditsClient Abortion Freedom Fund, Wisp, Plan C, Mayday Health, Stix, August Agency 72andSunny New York Carlo Cavallonne, chief creative officer; Elaine Cox, executive creative director; Dan White, Whitney Yando, Clare Jensen, creative directors; Kelly Sherman, creative; Kelly Na, designer director; Jordan Berger, group strategy director; Lora Schulson, head of production; Kendra Crone, producer; Sequaña Williams Hechavarria, DEI strategist & program manager. Editorial Final Cut Sound Design Machine Sound GFX Significant Others Stock Imagery Trunk Archive, The Luupe, Adobe
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More