Impact
132,957 clicks to the helpline site
46.5 million impressions
11 million video views
And sustained engagement with above-average click-through rates.
Beyond the numbers
Three years later, the creative is still in rotation. Our posters ran in NYC subways, and one of our campaign videos — featuring Dr. Jennifer Lincoln — was featured in Bustle as part of their roundup of 6 Abortion Advocates to Follow on TikTok.
This project is one of the clearest examples of how thoughtful, user-centered strategy and bold creative can meet a moment and move people toward the support they urgently need.
Ideas in action
In partnership with If/When/How, I led the development and launch of a nationwide multicultural marketing campaign to raise awareness of the Repro Legal Helpline — a critical resource for people facing legal risk after self-managing their abortion. This work was deeply rooted in reproductive justice, with a focus on reaching those most impacted by restrictive abortion laws, especially people in rural communities and others navigating compounding barriers to care.
To ensure the campaign was grounded in audience insight, we developed detailed personas and a user journey map to understand how and when people might seek legal help. Our creative strategy portrayed the helpline as a trusted bridge between people in crisis and legal support—something to hold onto while piecing together their next step. Messaging and visuals were designed with empathy, urgency, and clarity.
We rolled out a robust multilingual ad campaign that included search-based targeting, digital and video ads, and organic content—all designed to meet users in their moment of need.