A New Voice For Choice
The Problem: Brett Kavanaugh’s nomination to the Supreme Court means that Roe v. Wade is at risk of being reversed, affecting millions of women’s right to reproductive rights.
The Insight: Men make up 1/2 the voter population but are largely excluded from the conversation surrounding the pro-life movement.
The Idea: Create a “New Voice for Choice” campaign that flips the current conversation to be gender neutral.
The current imagery surrounding reproductive rights is largely female-centric, filled with pink and pussy caps. Men might not feel like they have a place in the conversation and therefore stay silent when their vote matters.
To change this, we created gender-neutral graphics inspired by vintage political buttons and posters. We mirrored their cheeky copy and traditional colors to send the message that anyone can champion a movement.
POSTERS, Pins and stickers
In order to reach as many men as possible, we chose to target them in places they typically frequent like bars, men’s department stores and barber shops.
These tags were placed on an item closely associated with the movement for reproductive rights: a hanger. We took this powerful and disturbing symbol and turned it into an eye-catching reminder of what is at stake.
We also created a New Voice for Choice website highlighting the problem and offering “The Kit for Dicks”, a downloadable pack of materials so men everywhere could start sharing our message. The website also allowed viewers to search by state and find which of their local candidates supported reproductive rights.