CW: Meg Miller | AD: Allie Tracy

Center for Reproductive rights: Reclaim your rights

In this project, I was assigned a copywriter to work with, and together we were tasked with finding a cause we cared about and creating a total of seven ads to raise public awareness for it. My partner and I scrolled through multiple charities and causes that didn’t really resonate with us, until we stopped at women’s reproductive health. After asking each other a few vague questions about where we stood on the issue, I finally asked, “Pro-choice or pro-life?” Luckily, she replied, “The correct one,” and I knew we were on the same page.

We chose The Center for Reproductive Rights (CRR) as our client because we hadn’t seen many of their campaigns and appreciated that they take legislative action to help women maintain their rights. Our goal for this mini-campaign was to show that the decisions the government tries to make for women don’t just affect women, they affect everyone and everything around them. Our target audience was the older generation. Being pro-choice and supportive of women’s reproductive health isn’t only about abortion; there are a multitude of other factors at play that many people don’t consider.

Once my partner gave me the copy, I started thinking about how I wanted the ads to look. Did I want them to feature bold text and minimal visuals? I realized instead that these decisions are deeply personal, dining room table decisions. So, I searched for stock photos of people showing raw emotion and used the text to draw attention to the turmoil and humanity in each image. In the social ads, I wanted to use older people,our target audience,to show that these decisions don’t just affect those who can still get pregnant. They have repercussions that will affect them as well.  I also made sure that in the out-of-home executions, the website link stood out clearly instead of getting lost in a sea of text. For the tagline and logo, I designed the line “Reclaim Your Rights” to inversely reflect the CRR logo, symbolizing empowerment and balance.

Projects like this, real or conceptual, remind me how much I love creating meaningful work around causes I care about. I look forward to the day I can do real campaigns for organizations that make a difference.