D&AD
D&AD
How can we reframe abortion as healthcare?
D&AD New Blood 2023. Awarded with the D&AD New Blood White & Wooden Pencil.
Background
As a part of D&AD New Blood 2023, The Case for Her and Hey Jane asked us to reframe abortion as healthcare, targeting young changemakers in London.
Team: Pablo Durban & Reiss Milton
Role: Strategy - Copy - Art Direction - Creative Direction
Solution
An awareness campaign highlighting the normality of abortion by removing the word ‘abortion’. Through a social media campaign interacting with people on the street in combination of interactive screens placed in locations where the target audience spends time, we aim to bring the topic of abortion to a conversational level.
Creative Direction
Personal, simple, and calm.
Insights
Just the word 'abortion' arouses an abundance of emotions and opinions from almost anywhere. The noise around the procedure drowns out its importance and sheds more light on the conversation around its morality rather than its significance for healthcare. What is also getting forsaken is the emotional journey throughout; this kind of healthcare procedure involves many feelings. It's time to recognize abortion for what it is - simply healthcare.
