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Anti-Choice Ads - Women's Health - Wisp x Abortion Freedom Fund JPG
Anti-Choice Ads - Women's Health - Wisp x Abortion Freedom Fund JPG
Anti-Choice Ads - Women's Health - Wisp x Abortion Freedom Fund MP4 1m:57s

Anti-Choice Ads - Wisp x Abortion Freedom Fund
Women's Health

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Anti-Choice Ads - Wisp x Abortion Freedom Fund - Women's Health

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Title: Anti-Choice Ads
Brand: Wisp x Abortion Freedom Fund
Product/Service: Women's Health
Client: Wisp c Abortion Freedom Fund | Partners: Plan C, Stix, Mayday Health, August
Entrant Company: 72andSunny
Agency: 72andSunny
Production Company: 72andSunny
Editing Company: Final Cut
Sound Company: Machine Sound
Creative Director: Dan White, Whitney Yando, Clare Jensen
Release Date: 2023-06-20
Duration: 01:00
Individual Credits: Creative Kelly Sherman Creative Eric Burnett Designer Director Kelly Na Group Strategy Director Jordan Berger Brand Director Carlos Rangel Sr. Brand Manager Sydney Golden Sr. Brand Manager Jordan Hamilton Head of Production Lora Schulson Sr Producer Lourdes Vasquez Producer Kendra Crone Director of Partnerships and Legal Charissa Kinney Sr. Business Affairs Manager Nnenna Odeluga Business Affairs Manager Yaritza Acevedo Digital Marketing Director Meghan Hubert DEI Strategist & Program Manager Sequaña Williams Hechavarria
Notes for Judging: Anti-Choice Ads is an internally spearheaded campaign from 72andSunny x Wisp x Abortion Freedom Fund in partnership with reproductive health brands Plan C, Stix, Mayday Health, August. Anti-Choice Ads aimed to break through our internet bubbles, and provide a pro-choice message to people that may not often see one. YouTube targeting tools were used to reach an anti-choice demographic, and through pre-roll ads those viewers who don’t believe in the right to choose, were served with a choice. Either watch a video that might open their minds to something new, or press the skip button—and automatically fund abortion medication to someone in need. Every outcome was a win. If the viewer skipped, an abortion was provided. If they watched until the end, they were exposed to an outside point of view. And, if a mind was changed, that was the ultimate win. Additionally, we were raising money for the Abortion Freedom Fund. The film and dilemma was served to 1,098,000 anti-abortion believers.
-282,000 of them watched the pro-choice film.
-816,000 of them pressed the skip button.
-175 abortions were funded.
-$17,000 was raised for the Abortion Freedom Fund.