Want something? You’ll have a dazzling array of choices. Unless you’re choosing whether to have an abortion. For half the population one of the most fundamental choices isn’t guaranteed.
40% of women live in countries where abortion is banned, restricted or inaccessible. 257 million women have no access to contraception. Without choice and freedom, you fundamentally change what it means to be human.
This issue has never been more important to address. Today, reproductive rights around the world are facing a perfect storm. Funding challenges are hitting at the same time as the anti-choice opposition has been emboldened by the fall of Roe vs Wade, which swept away the constitutional right to abortion in the US. This dual threat is putting the health, rights and futures of women and girls around the world at risk.
In response, Uncommon Creative Studio and global sexual and reproductive health provider, MSI Reproductive Choices, are raising awareness about the power of reproductive choice and the charity’s important work. The first work for MSI from Uncommon, Every Choice, amplifies the charity’s mission to make choice possible for women worldwide in a provocative series of outdoor and print.
Despite being one of the leading global charities dedicated to women’s health and having a proven track record of genuinely changing millions of lives a year, until now MSI has only communicated its story to the public in small campaigns. This is a big campaign. Using real data, the executions show people’s everyday choices through a series of extensive lists. The lists are portrayed in print and go one step further in the outdoor settings — with locations chosen to resonate with the topic of the list. For example, the list of ‘souvenirs you can get from one shop’ is situated near Westminster, a list of ‘lunch options in Borough Market’ is located in London Bridge and in New York the list covering ‘bagel filling options’ are across every corner of Manhattan. The print and out of home executions will be live throughout December across London and New York.
Amanda Seller, MSI Reproductive Choices’ vice president of global partnerships and philanthropy, stated, “This is a completely new approach for us, but with unprecedented funding uncertainty and an escalation in anti-choice opposition following the overturning of Roe v Wade, it’s never been more important to rally others to join us and choose choice.
That’s why we are working with Uncommon to raise the volume on women’s fundamental right to choose. Millions of women and girls rely on the contraception and abortion care that our teams provide to stay in school, follow their dreams and fulfil their potential. We won’t let them down.”
MSI has been supporting women and girls to make the choices that are right for them for nearly five decades. It operates in 37 countries on six continents, with a focus on expanding access to contraception, safe abortion and life-saving care after unsafe procedures. Current funding uncertainty means that some of their teams who support the hardest to reach women and girls are at risk of closure in 2024.
Credits:
Project Name: Every Choice
Client: MSI
Creative Studio: Uncommon Creative Studio
Media Planning: Craft
Media Buying: Goodstuff
