Privacy for your private parts.
In 2022, Roe v. Wade was overturned, putting women at risk of facing repercussions when seeking reproductive healthcare. So, we set out to help women get privacy for their private parts.
We crafted a step-by-step toolkit to help women protect their privacy online. To ensure the news got in the right hands, we distributed burner phones at women’s marches in abortion-restricted states. Each phone featured a hotline for anonymously accessing the protocol. We also posted eye-catching billboards in vulnerable areas.
Results: 231+ million impressions / 107% YoY donation increase
Press:USA Today, PopSugar, WRTV
Awards:
Silver Cannes Lions - PR in Cultural Engagement
Clios Health Awards - Bronze in Health Equity
PR Week Purpose Awards - Most Purposeful Campaign & Best in Women’s Health
Silver AYA Inclusion Award
SABRE Awards: Gold in Not-For-Profit Organization
Shorty Awards
-Winner: Non-Profit
-Gold: Microsite
PR Week Healthcare Awards
-Winner: Best in Health Equity
-Winner: Best in Women's Health
Client: MSI Reproductive Choices
Goal: Educate women on the dangers of surveillance in the new digital landscape and on how to protect themselves from probing eyes of law enforcement.
My Role: Concepting, toolkit copy, video script, and creative direction
Agency: Weber Shandwick
Team: Louisa Hagar, Juliet Fox, Jonathan Candelaria, Serina Liu, John Luke Polson
