Creative Director | Creative Strategy
Working with London Purpose Agency, Revolt, I partnered and led strategy and creative to help launch Favor’s advocacy campaign at the most crucial time in history, for Women’s reproductive rights.
In light of a pivotal case in the US which at the time could overturn Roe vs Wade, the 50-year-old constitutional right to abortion, digital health provider Favor wanted to take action.
We were asked to create an advocacy platform that moved the needle on reproductive rights and showed that Favor was a long-term ally to women and people who menstruate.
We set out to partner with creators in the space who were not afraid to use their platform to promote the absurdity of the ruling of Roe v. Wade. Along with the creators sharing Vasectomy letters and a nationwide ban on masturbation, we also launched an OOH series helping educate and rally allies in more affected states. With an efficient budget and a timeline that coincided with the Supreme Court schedule, we were able to find people with a voice and source existing imagery to make it all happen.
Who is Jane? Jane is all of us. Daughters. Mothers. Friends. Victims. Allies. Advocates. We’re all impacted by the ripple effects of abortion legislation in this country—but, we can also choose to come together and enact a new ripple effect of positive change.
Introducing a community of allies as Jane. Inspired by the Jane Collective from the 1970s, #WeAreJane is a rallying cry for the modern world as we move forward to take back control of our reproductive rights.
https://heyfavor.com/reproright
Articles and news:
https://www.adweek.com/creativity/health-care-advocacy-group-launches-information-campaign-in-states-most-affected-by-the-overturn-of-roe-v-wade/
https://www.wsj.com/articles/online-healthcare-companies-increase-advertising-for-morning-after-pill-11656452507
https://19thnews.org/2022/07/tiktok-influencer-abortion-rights-sponsored-content/
Creative Team: Jo + Alexia