Shifting the narrative about abortion
The National Latina Institute for Reproductive Justice (formerly the National Latina Institute for Reproductive Health) builds Latina power to guarantee rights to reproductive health, dignity, and justice. To dispel outdated myths and stigma around abortion, they needed a campaign to amplify the voices of Latinx support—and spark participation.
Lifting up the voices and stories of abortion.
After launching a more grassroots version of the Yo Te Apoyo/I support you campaign in 2013, the Latina Institute conducted research which revealed that the majority of the Latinx community supports loved ones considering or experiencing abortion. With this myth-busting research on hand, they knew they needed to take Yo Te Apoyo to the next level by developing a powerful communications campaign to take a bold step toward shifting the narrative about abortion.
The Latina Institute aimed to launch a campaign that would measurably raise awareness of support for abortion in Latinx communities. Big Duck synthesized existing research insights, developed creative concepts lifting up the voices of support, and mapped out a comprehensive plan detailing how to reach key audiences, drive action, and build relationships.