No Choice
Fighting to End the Stigma Around Abortion
Public Square Media, Inc.
#NoChoice
At a time when access abortion was under attack, Fenton designed an integrated campaign to drive engagement with a series of videos that shared compelling first-person stories of what life was like before and after Roe v. Wade. Anchoring the video launch to the 45th anniversary of Roe v. Wade, Fenton and Public Square Media aimed to highlight the consequences of lawmakers chipping away at women’s rights.
Challenge
At a time when access to contraception and abortion are under attack, the #NoChoice video and social media campaign aimed to recast the narrative of abortion without shame or stigma by centering compelling first-person stories of what life was like before and after Roe v. Wade.
As women bravely found their voices to reveal sexual harassment during the #MeToo moment, a diverse group of women and one male provider looked straight into the camera and shared their powerful stories to underscore what’s at risk for women’s lives right now.
Fenton partnered with Public Square Media to launch the videos and bring attention to the increasing obstacles women face in making decisions about their own lives, making the political personal.
No Choice: Gaylon AlcarazWhen, if ever, do women come out and talk about their abortions?Today in this #MeToo moment as women bravely find their voices to tell their stories of sexual harassment and abuse, #NoChoice features a diverse group of women who share their powerful stories about abortion to combat stigma and underscore what’s at risk for women’s lives right now.Although 59% of US adults say that abortion should be legal in all or most cases, it remains one of the most divisive issues in America: Not a week passes without headlines chronicling attempts at every level of government to deny or defend women’s reproductive rights.As women across the country face increasing obstacles to making decisions about their own lives, #NoChoice presents the lived experiences of women to make the political personal.Watch. Listen. Share #NoChoice today.Watch more videos and learn more at BillMoyers.com/NoChoice
Posted by Bill Moyers on Tuesday, November 14, 2017
No Choice: Liz YoungWhen, if ever, do women come out and talk about their abortions?Today in this #MeToo moment as women bravely find their voices to tell their stories of sexual harassment and abuse, #NoChoice features a diverse group of women who share their powerful stories about abortion to combat stigma and underscore what’s at risk for women’s lives right now.Although 59% of US adults say that abortion should be legal in all or most cases, it remains one of the most divisive issues in America: Not a week passes without headlines chronicling attempts at every level of government to deny or defend women’s reproductive rights.As women across the country face increasing obstacles to making decisions about their own lives, #NoChoice presents the lived experiences of women to make the political personal.Watch. Listen. Share #NoChoice today.Watch more videos and learn more at BillMoyers.com/NoChoice
Posted by Bill Moyers on Tuesday, November 14, 2017
Our Approach
Looking to breakthrough in the crowded space of reproductive justice, Fenton crafted inclusive messaging and designed an integrated campaign to drive engagement with the video series through social and earned media and with partnership outreach.
By anchoring the video launch to the 45th anniversary of Roe v. Wade, Fenton and Public Square Media aimed to highlight the potential consequences of lawmakers chipping away at women’s rights and bring attention to the parallels with a time before the historic ruling. At this important milestone, Fenton ran micro-targeted digital ads on Facebook and created organic content for owned channels to increase the virality of the video series on social media, encouraging audiences to combat stigma and share the #NoChoice videos.
These social and paid media efforts worked in tandem with targeted outreach to mainstream and issue-specific media outlets, blogs, podcasts and digital news outlets, and to potential partners and influencers in the field of reproductive justice and women’s health.
Success
Fenton’s approach leveraged the powerful personal narratives being shared through the #NoChoice videos, built upon existing movements, and tapped into real-time news hooks.
Although the #NoChoice video series was launched amidst a highly competitive media landscape, audience engagement of the campaign was robust. Through nuanced audience targeting and content creation for the paid campaigns and owned channels, the #NoChoice teaser videos received more than 1.4 million video views at a low cost per video view of $0.01. Earned media outreach garnered a total of more than 20 million impressions, including a feature story in Teen Vogue.
Partner and influencer outreach resulted in engagement and sharing by national leaders in the reproductive rights space, including the ACLU, NARAL, NNAF Abortion Funds and the Planned Parenthood of New York City Action Fund, furthering the organic reach of the video content.