This Campaign Pays For Reproductive Care Every Time You Skip An Ad On YouTube
The freedom to choose between watching an advertisement all the way through on YouTube and pressing the skip button is probably something you wouldn’t want stripped away from you. It can be annoying whenever a commercial comes up that starts counting down the seconds before it ends, instead of giving you the ‘skip’ option.
Now, imagine that on the level of being told what you can and cannot do with your body, life, and health. Creative agency 72andSunny is challenging the perspective of those who support restricting reproductive healthcare options in its new campaign, hoping to shed light on the consequences of a life without choice.
Leveraging the skippable ad format on YouTube, this thought-provoking initiative called Made by Choice offers an intriguing proposition. If viewers choose to skip the ad, free abortion care will be provided to someone in need. However, those who opt to watch the film are presented with a compelling narrative highlighting how the choice to terminate unwanted pregnancies safeguards the livelihoods of individuals and allows them to thrive in a world where they, their partners, and their families can be safe.
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Viewers are then directed to a dedicated campaign website to explore reproductive care and access essential resources.
72andSunny created the spot together with Wisp, a sexual and reproductive telehealth company in the US, the Abortion Freedom Fund, health brand Stix, Plan C and Mayday, which help with abortion education initiatives, and period product firm August.
Motivated by the United States Supreme Court’s decision to overturn Roe v. Wade and the subsequent elimination of federal protections for abortions, these organizations joined forces to bridge the gap in dialogue surrounding this polarizing topic. With the current political climate further deepening the divide, meaningful conversations between opposing sides have become increasingly rare, leaving individuals confined within echo chambers that limit exposure to differing perspectives.
[via The Drum and LBB Online, cover image via 72andSunny]
