Anti-Choice
About Anti-Choice
The work made for Anti-Choice runs to 1 verified project — mostly Advertising. Most of it comes from 1 team, including 72andSunny. The people who work most often on Anti-Choice projects include Yaritza Acevedo and Kelly Na.
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Anti-Choice Ads
72andSunny has teamed up with Wisp to engage anti-choice audiences through a film emphasizing the fundamental importance of the right to choose. This new campaign endeavors to illustrate the stark reality of a life without choice and to redefine the concept of ‘pro-life’ by targeting individuals who advocate for restrictions on reproductive healthcare options. Named ‘Made by Choice’, this initiative is a collaborative effort between 72andSunny, a global creative agency, and Wisp, the largest sexual and reproductive telehealth company in the US. Additionally, it involves several other organizations including the Abortion Freedom Fund, Plan C, Stix, Mayday, and period product brand August. The collective action was spurred by the United States Supreme Court's decision last year overturning Roe v. Wade, which removed federal protections for abortions and intensified the political polarization surrounding the issue. This polarization has made meaningful discourse between opposing sides nearly impossible, with many individuals remaining isolated within ideological bubbles. To address this challenge, the ‘Made by Choice’ campaign seeks to engage anti-choice audiences through a film that underscores the critical importance of the right to choose. Leveraging the skippable ad format on YouTube, the campaign strategically places the film ahead of content typically consumed by anti-choice viewers. However, there's a twist: viewers are informed that if they choose to skip the ad, a free abortion care service will be provided to someone in need. For those who opt to watch, the film portrays how the option to terminate unwanted pregnancies is not anti-life, but rather a means of preserving couples, families, and aspirations—the essence of life itself. The film concludes by directing viewers to a dedicated campaign website where they can access further information about reproductive care and available resources. The campaign, launching on June 20th and lasting for two weeks, will utilize YouTube metrics to track the number of skips, enabling accurate donations of free medical abortions. Elaine Cox, Executive Creative Director at 72andSunny, emphasizes the importance of breaking down communication barriers and challenging assumptions about reproductive healthcare through this campaign. Monica Cepak, Chief Marketing Officer at Wisp, underscores the ongoing commitment to democratizing access to safe and affordable healthcare options. Christie Pitney, Executive Director at Abortion Freedom Fund, highlights the campaign's role in fostering dialogue and advocating for accessible reproductive health and abortion care for all. The second phase of the campaign will target pro-choice audiences, encouraging their participation in the conversation and driving further donations for the Abortion Freedom Fund.
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