WISP ANTI-CHOICE ADS
Anti-Choice Ads aimed to break through our internet bubbles, and provide a pro-choice message to people that may not often see one.
Fast Co. - World Changing Ideas Winner, Cannes Lions - Glass Lion Shortlist, Webbys - Winner, Clios - Gold, ADC - Bronze, Anthem Awards - Gold x 5, D&AD - Shortlist
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 something that might open their minds to something new, or press the skip button—and automatically fund abortion medication to someone in need.
Above: The film that people were shown
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.
Results:
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.
Role: CD/AD
CD/CW: Kelly Sherman, Whitney Yando, Eric Burnett
CD/AD: Clare Jensen
ECD: Elaine Cox
CCO: Carlo Cavallone
Editor: Sophie Solomon @ Final Cut
Made with 72andSunny NY