winning.work

Client:

Agency (including in-house):

Stoltz Marketing Group

Description: A brief description of this work and the creative idea:

Idaho Laws May Harm Moms is a campaign to raise awareness about the consequences of Idaho’s anti-abortion laws. The campaign targeted people in the most anti-abortion counties in Idaho. We told stories of real moms, dads, and doctors who have been affected by the law through social content, a microsite, paid media, and non traditional tactics. This card is part of a set of three pregnancy announcements we sent to unknowing recipients.

The Brief: What were the main challenges? What were the key objectives? :

In 2022, Idaho law banned all abortions with NO exceptions for keeping moms healthy, causing a healthcare crisis. Women must be on the verge of death for doctors to intervene. The law is unclear, leaving doctors unsure about how to treat women with health- or life-threatening pregnancy complications. Healthcare providers can’t keep doctors or recruit new ones, leaving Idaho with a shortage.

Despite these huge issues, most of the general public is unaware that Idaho laws affect them even if they never plan to have an abortion. We set out to change that.

Solution + Results: How did you solve the brief? What were the top three results?:

How do you reform a reproductive health law in one of the most anti-abortion states in the U.S.? You talk about moms instead of “abortion.” We told stories of real people, put warning labels on baby clothes, and sent shocking statistics disguised as pregnancy announcements to unknowing recipients.

In the first 2 months, we reached 84% of voters in Idaho’s most anti-abortion counties. In the first 4 months, we reached 1M social accounts, prompted over 1k comments, and resulted in 12k website visits. Women came forward to share stories, and we attracted the attention of opposition and press.

Context: Are there any specific cultural/regional/local references that are important for judges to understand? :

Idaho is one of the few states to ban abortion with no exceptions. Abortion access is a controversial topic around women's rights in the U.S. The narrative is usually about elective abortion without consideration of health complications; most people don't know that abortion can be life-saving for pregnancy complications.

Additionally, this healthcare crisis forces doctors to leave Idaho, affecting healthcare for people of all genders.

AI Usage: Was any AI used in this project?:

N/A

Trigger Warning:

Yes

2024 Cascadia Creative Awards

Idaho Laws May Harm Moms - Pregnancy Announcement Direct Mail