Let’s Talk About Abortion, Indiana
Campaign Strategy / Concepting / Research / Interviewing / Copywriting / Video Production / Web Content / Storytelling / Digital Ads / OOH
Engage Hoosiers in a different kind of conversation.
When the ACLU of Indiana came to us in 2022, they knew there were ways of talking about abortion that could change the way people thought about the issue, but they didn’t know how to get these messages out there in a way that would affect change.
“It took years of talking about abortion to get into this mess, it will take years of these conversations to get us out of it,” they said. So we dreamed up a campaign that would do just that—change the conversation.
We started with a landing page—the longest and most thoroughly researched in agency history—and built out a campaign that helped Hoosiers who believe in equitable access to abortion talk to those who don’t know enough to agree. It remains a high-ranking website for understanding the state of abortion in Indiana.
A video series modeled the kinds of inclusive, thoughtful conversations we wanted people to have and formed the basis of broadcast spots and digital ads. A conversation guide launched before the holidays to help people talk to family and friends.
Digital, search, and social ad campaigns followed, driving target audiences to the website to learn more, take action, share what they believe with their community.
The campaign won gold at the 2023 Addys and I was asked to speak to ACLU communications teams from across the country about how we tell important stories about sensitive issues in times when they’re needed the most.
Notable Results
91% less cost per click
We created and deployed a targeted video campaign that cost 91% less per click than the platform average.
2Million impressions
We generated over two million impressions across targeted digital channels (Facebook, Google, and LinkedIn) and drove over 150,000 views of associated custom videos.
25% more clicks
Our targeted paid search campaign drove 25% more clicks than the industry average for a comparable spend.