FAVOR - WE ARE JANE

Supreme Court Ruling
OOH, Social and Influencer Campaign

In a nutshell: Our reactive campaign for US contraceptive health provider saw us use OOH and social to arm people with the education tools needed to prepare for the fall of Roe V. Wade, and highlight the audacity by having TikTok influencers deliver vasectomy letters to state governors. Even though states tried to ban our campaign repeatedly, it led to a 5000% spike in emergency contraception on Favor’s website, and achieved 7.8 million impressions on TikTok, and reached 1.5 million people in the areas most affected by the ruling.

Digital US health provider Favor knew millions of people’s reproductive futures were in jeopardy, yet at the beginning of 2022 less than 10% of gen z understood how the ruling would impact them, and 24% had never heard of Roe v. Wade. In partnership with Favor, we created a shared identity rooted in the history of the reproductive rights movement. Inspired by The Jane Collective, We Are Jane became a rally cry for everyone who felt this ruling was not in their name. Then the Supreme Court draft ruling was leaked, and the conversation went global.

We fly-postered university campuses, took over digital OOH outside the Supreme Court, and signposted distances to the nearest abortion clinics on highways, bringing information about the ruling to the places that needed it most with a QR code leading to an educational hub on Favor’s website. Even though our OOH was repeatedly banned in many states, we managed to reach 1.5 million people in the places most affected.