A new 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 company, 72andSunny, in partnership with Wisp, the largest sexual and reproductive telehealth company in the US; 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.
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.
To learn more, we spoke to 72andSunny’s Elaine Cox, Executive Creative Director, and Dan White, Creative Director.
What was the brief?
We were outraged with the Roe V Wade decision last year. From the data that was emerging we could see that there were millions of people who typically vote conservative who were unsure of the decision, and could, with enough information, be swayed against the Supreme Court ruling.
So we wanted to find a way to break social media bubbles and get a message about abortion access in front of those people, who wouldn’t normally see or hear it. In short, how do we stop talking to ourselves and get the other side to pay attention.
How did the initial pitch/brainstorming phase go?
The mechanic of “skipping this ad = funding an abortion” came quite quickly. But developing a film designed to make people who don’t believe in abortion feel empathy and understanding took a lot more exploring and reworking.
It was through many discussions with our partners that we realized an empowering way to do this would be by reframing something that the anti-abortion community believes in - being “pro-life”. So we developed the script around the idea that having access to abortion care saves lives, so if you’re pro-life you’re therefore pro-choice.
What was the process behind ideating the concept?
The key was not letting our message get lost in the delivery. That meant regularly going back to our partners to collaborate on exact messaging and tone, making it fluid and open to new thoughts and steers.
What was the production process like?
Sourcing authentic imagery was the most time consuming part of the film process. We put a call out for photography, and managed to get hundreds of incredible images submitted from various people who wanted to be included in the campaign.
We then spent weeks culling down the photos and finding which ones brought the lines of the script to life the best. As for the bringing to life the film and the website,
our incredible partners at Final Cut, Machine Sound, Significant Others, The Mayda Creative Co., ArtJail and STLKR helped make it happen. This was truly a huge team effort with everyone working with passion towards the cause.
What was the biggest challenge during production? How did you overcome it?
We needed to balance provocation with empathy. To create an emotional journey from a moment of outrage to a shared experience that didn’t point fingers. All in service of making us feel more alike than we are different.
We also had to be sensitive about the messaging we used in the film, as certain words, like “abortion” can be flagged on YouTube as a “policy violation” and automatically disable or censored the video.
What kit/tools/software were used to create the project?
Standard editing tools and software were used to create the film, but all of the imagery and handwriting throughout was self submitted.
What is one funny or notable thing that happened during production?
In a script review, Sr Brand Manager, Sydney Golden, recalled seeing a restaurant in Brooklyn with the sign outside reading, “This restaurant would not exist without Roe V Wade.” It felt like the perfect summation of what we were trying to say.
So we tracked down the owner of the restaurant, Magda, a mother of three, and asked if she would like to be involved in the campaign. The image of her restaurant appears in the film and on the campaign website.
What’s the main message of this project and why does it matter?
The first and most provocative message is that life hangs in the balance of this debate.
The second message is that if you are pro-choice you are indeed pro-life. You are pro-quality-of-life. You are pro-women-children-and-families. You are a human being, not the villain these echo chambers make you out to be.
How long did it take from inception to delivery?
We started working on the project in October 2022 and launched July 2023. The project really gained momentum when we brought on our incredible partners in February.
What do you hope it achieves?
Any outcome is a win. If a viewer skips, an abortion is provided to someone in need. If they watch until the end, they’ve been exposed to an outside point of view. And of course, if a mind is changed, that is the ultimate win.
Additionally, we hope to continue raising money for the Abortion Freedom Fund, for them to continue providing telehealth abortions for those in need, while also supporting and uplifting all avenues of abortion care and access.
