MSI Reproductive Choices partners with the GOOD Agency on a new integrated campaign for global reproductive choice, featuring our “pillboard”. The campaign coincides with Choice Week, which marks World Contraception Day on 26th September and International Safe Abortion Day on 28th September.
The campaign features an out-of-home “Pillboard” to coincide with both Choice Week and the General Assembly of the United Nations in New York. The billboard is strategically placed closed to the UN head quarters, with a clear message for world leaders: reproductive choice is freedom, yet millions of women around the world are still denied this choice.
The campaign launches in response to increasingly harmful narratives from anti-rights actors, on contraception and abortion. With this campaign, we aim to counteract this narrative and celebrate the positive impact of reproductive choice. From girls staying in school, to women achieving their career aspirations or being able to support the family they have, the striking creative campaign makes the transformative impact of choice undeniable.
Using recognisable images of contraception (the pill packet, the coil, the implant) and abortion pills, the campaign runs across out-of-home, social and print in the UK and US.
Elizabeth Walden, Director of Global Communication at MSI says “Every day our teams see how access to contraception and abortion care changes lives, giving people the power to shape their own future. With this campaign, we want to remind everyone what reproductive choice truly means and call on them to protect fundamental reproductive rights around the world.”
Jo Ratcliffe, Creative Director at GOOD, says “This campaign celebrates the positive impact that reproductive choice has all over the world. Pills and contraceptive devices may be tiny in size, but their effects are seismic. With this creative, we set out to highlight how powerful access to choice really is and why it’s vital that we fight for everyone’s right to reproductive freedom.”
Notes to Editor
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