MUSE Platinum

2024

End Abortion Stigma

Entrant Company

Planned Parenthood Federation of America

Category

Video - Cause / Awareness

Client's Name

Country / Region

United States

We know that abortion stigma is insidious misogyny — a not-so-subtle flex of power and control — woven through a false narrative used to promote shame. Shifting culture makes it imperative that we take back the narrative by normalizing stories of people who have abortions.

To destigmatize abortion we created innovative, engaging, and non-judgmental content that demonstrate the power to control our bodies with boldness and optimism and show audiences the full spectrum of sexual reproductive care.

Our goal is to use storytelling to show that abortion is a normal part of sexual and reproductive health care with innovative, non-judgmental narratives that counter stigmatized messages we often get. This national integrated campaign encourages people who have had abortions to tell their stories.

End Abortion Stigma successfully uses empowering stories to shatter abortion stigma, prompting audiences to re-think sexual and reproductive health. We know abortion is necessary, essential, health care. Fighting abortion stigma helps make abortion patients, providers, nurses, and volunteers safer.

Credits

Lauren Garcimonde-Fisher, Vice President, Brand
Melanie Newman, Senior Vice President, Communications and Culture
Theresa Darlington, Senior Director of Video Production
Maria Smith, Senior Director, Creative
Sandy Perez, Senior Director, Brand Marketing
De'Osha Randolph, Director, Brand Strategy
Nathan Engebretson, Director, Marketing and Brand Engagement
Ande Hubbard, Creative Director
Ali Bibbo, Associate Art Director
Esther Chan, Senior Video Editor
Adielenah Perez, Senior Video Producer
Kim Duron, Video Producer
Yena Oh, Editor
Lyss Hyacinthe, Social Media Director, Health
Katharine Goodwin, Director, Patient Advocacy Campaigns
Tatiana Perkins, Associate Director, Patient Advocacy
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