A group of advertising women have come up with a non-solution to the overturning of Roe vs Wade, the 1973 Supreme Court decision that made it unconstitutional for state law to ban abortions. A non-solution so simple and effective – a parody product called Eff-Urself.
Eff-Urself is a dildo. Such an elegant solution. Eff-Urself is being promoted with a film that exposes through satire the lack of choices Americans with a uterus have left for protecting their bodies and reproductive health. It highlights the unjust manner in which wombs are being treated by politicians and the absurd lengths people might have to go to avoid getting pregnant in one of the riskiest times.
The campaign was created by a group of female advertising executives who came together as Women That Fight (WTF), using its combined talent to champion reproductive rights and personal freedoms of all people in the US and inspire action to protect them.
The infomercial-style parody film was directed by awarded director, Sindha Agha, who made a name for herself with her film, Birth Control Your Own Adventure, which was acquired by The New York Times and nominated for a News & Documentary Emmy award. Agha has directed several other critically acclaimed pieces surrounding reproductive health, including How To Get An Abortion, which recently won a Gold Lion at the 2022 Cannes Lions Young Director Award.
In the film, Eff-Urself is presented as “a foolproof way to guarantee you’ll never need an abortion – or your money back!” Viewers are reminded that this is “… one of the few choices you still have left.” The set design and wardrobe harken back to the 1970s, a reference to when Roe v. Wade was decided and a nod to the fact we’re seemingly going backward in time, eliminating 50+ years of progress in reproductive rights.
“Our film is a darkly comedic, tongue-in-cheek reminder that a society without safe and legal abortion for all is a society without bodily autonomy or sexual freedom,” Agha stated. “Storytelling is a powerful tool to normalize abortion and build a culture that backs a person’s right to make choices about their body, even at a moment in history when our government fails to do so. That’s what we hope this film does.”
The film and campaign website offer viewers a link to donate to NNAF, a network of over 80 organisations across the country that work to remove financial and logistical barriers to abortion access. Five selected donors will receive a limited_edition Eff-Urself dildo – a symbol of the continued fight and commitment towards protecting Americans, and their health and reproductive rights.
Che-Na Stephenson, creative lead of the campaign, explained, “We felt it was our responsibility to use our resources to take action. We’re fighting for our rights once again, but our protest comes in the form of satire to expose the absurdity the government is forcing on us. It was such an honour working with this incredibly talented team to raise funds for abortion access.”
Credits:
Non Profit: Organisation National Network of Abortion Funds
Communications Director: Lindsay Rodriguez
Senior Manager of Major Gifts: Aziza Jones
Design and Branding Manager: Lindsay Beane-Eyth
Director of Donor Engagement: Kim Arena
Women That Fight (WTF)
Creatives: Che-Na Stephenson, Hilary Smith & Ellie Aliabadi
Brand: Brittni Hutchins
Production: Hilary Coate, Lexi Alaga & Jamie Zimmermann
Legal: Tina Thorland & Delores Martin
Production Company: The Corner Shop
Director: Sindha Agha
Founder & Executive Producer: Anna Hashmi
Executive Producer & Head of production: Jessica Miller
Line Producer: Madeline Powers
Assistant Director: Gail Shand
Director of Photography: Andrew Truong
Production Designer: Chelsea Oliver
Wardrobe Stylist: Amanda Owen
Casting Director: Jodi Sonnenberg
Representation: Dana Balkin @ Resource LA
West Coast Representation: Allie O’Brien
Editorial: Work Editorial
Editor: Anne Perri
Assistant Editor: Patrick Saxer
Animator: Patrick Saxer
Executive Producer: Alejandra Alarcon
Head of Production: Chris Delarenal
Telecine: Company 3
Colourist: Sofie Borup
Coluor Producer: Alexandra Lubrano
VFX & Finishing: Jane
Executive Producer & Head of Sales: Jane Brockman
Head of Production: Ben Sposato
Executive Producer: Rich Rama
Animator & Creative Director: Daniel Piwowarczyk
Lead Flame Artist & Creative Director: David Parker
Music, Mix, Sound Design: Barking Owl
Composer: Jacob Plasse
Sound Designer: Mikayla Petersen
Mix: Mikayla Petersen & Elizabeth McClanahan
Creative Director & Co-Founder: Kelly Bayett
Senior Producer: KC Dossett
Box Kit Production: Street Factory Media
Executive Producer: Greta Omann
Art Director: Ericka Wallis
T Shirt: Kevin Smith @ Kinky Kontrol
