72andSunny partnered with the Abortion Freedom Fund on the ad, which begins running today. The group describes itself as a “national organization focusing on funding telehealth abortions,” according to its website, noting that it aims to “simplify access to care for patients by funding virtual abortion providers and clinics.”
Some brands involved in the campaign have donated money to the fund. Every skip provides one medication abortion, up until the group reaches $17,000 worth of medication abortions, Elaine Cox, executive creative director at 72andSunny, said in an interview. After that, Cox said, the team will “recalculate” to see “what we can keep doing.”
For example, a spokesperson from reproductive rights non-profit Plan C said in an email that the organization donated $10,000 to the Abortion Freedom Fund. The ad in fine print says the effort will donate no less than $17,000.
Some of the brands involved supported the paid media plan for the ad, which will use YouTube’s geotargeting features to target specific regions of the U.S. that organizers say tend to be anti-abortion.
“If we just served up our messaging to someone [in that demographic], they would skip it or tune it out. So we knew that there had to be something at stake,” Cox said. Additionally, she noted the agency wanted to “create a moment of stripping away choice” from the viewer as a “metaphor for the larger topic.”
The images in the ad are meant to “remind the viewer of people they know,” Cox said.
“When Roe v. Wade was struck down, we knew we wanted and needed to do something,” Cox said. But a lot of brands and agencies were shouting their disapproval into an echo chamber, where only people who also disapproved of the decision could hear it, she said.
“Of course, that’s wonderful and important. But that’s not going to change any minds,” Cox continued.
from Digital Marketing Education https://ift.tt/hFZQASj
No comments:
Post a Comment