Advancing reproductive justice for 50 years
As their 50th anniversary approached, Ipas needed a campaign to spotlight their global impact and call back to their 1973 founding in response to Roe v. Wade. They aimed to engage fired-up U.S. audiences and inspire their international community to mobilize. Big Duck created an anniversary campaign with global reach that equipped staff and partners with new tools and also amplified Ipas’ history and future of championing reproductive rights until they are accessible to all.
Energizing the movement through collaboration
To reach more people and generate support, Big Duck conducted a series of focus groups to better understand donor motivations and to gain a clear insight into what staff and spokespeople find most compelling about the organization, both in the United States and internationally. Big Duck used these findings to develop the campaign concept, “Abortion affects every body,” which honors Ipas’ legacy — how they’ve been a key player and collaborator in reproductive justice movements for 50 years — and acknowledges the current assault on access to abortion and contraception. Heavily informed by the focus groups, the campaign’s collateral showcased imagery that reflected a wide range of identities to visually communicate abortion’s impact on every body and also pulled language from the conversations that would resonate with audiences worldwide.
Crafting a bold campaign to capture a bold history
Big Duck brought the campaign to life by creating a tagline, a 50th-anniversary logomark, and a compelling – and informative – digital case for giving. The assets centered on the stories of communities, grassroots movements, and individuals around the globe pushing for their right to bodily autonomy as a way of telling Ipas’ own story. This approach both authentically represented the organization’s confident, unrelenting personality and also reinforced the message that abortion rights do affect everybody and “every body.”