The Power of Choice
MSI provide and fight for reproductive freedom around the world. As the CD, I got stuck-in with all manner of campaigns. From strategic ‘Pillboards’ to reactive responses to Trump’s policies, we celebrated and demanded choice for all women.
MSI Reproductive Choices
Pillboards
These ran during Choice Week and the UN World Congress in New York – positioned to be seen by the visiting world leaders. They were accompanied by social, digital and press in the US and UK.
Contraceptive devices and abortion pills may be tiny in size, but their effects are seismic. These examples were part of a campaign celebrating the positive ripple effect that reproductive choice has on the world.
Signed away
Trump signed the ‘Global Gag Rule’, a policy which blocks funding if NGOs provide, advocate for, or refer to abortion services. With one scrawl of his pen, he effectively signed away women's rights, voices and lives. Within 24hrs, we ran this.
A state of
emergency
Around the world, millions of women are unable to access safe abortions due to laws, policies, lack of funding and stigma. Women are dying as a result.
It’s an urgent issue, demanding an urgent creative idea. We used emergency tape to show how MSI are fighting back, and crucially, how we can all help to defend women’s rights.
These were part of a wider digital, social & press campaign. (Fun fact: they were banned from running in OOH…)
