Let's Act Like It.
Brief: D&AD New Blood
HeyJane x TheCaseForHer
Create a campaign that builds a movement to reframe abortion as an essential right and routine procedure that is embedded in women’s health. Your response should be focused in your local region to address issues specific to your area.
The researching stage of this project was extensive. I learned about the current positioning of abortion on both a global spectrum, and in the UK. Despite its legality, there are still significant issues surrounding how abortion care is positioned in women’s healthcare.
Inspiration for this project came from a range of campaigns addressing socio-political issues. The “He’s Coming Home” campaign helped to shine a light on a stigmatised issue through the appropriation of the flag. Similarly, the “Truth” campaign opted for immense simplicity to carry a message. Pentagram’s campaign addressing voting rights and voter disenfranchisement was designed simply but cleverly. These were all relevant design aspects for an abortion campaign.
Let’s Act Like It is a campaign that builds a movement to reframe abortion as an essential right and routine procedure that is embedded in women’s health. Instead of looking to the past, this campaign focuses on the future by educating us all regarding women’s rights. When we normalise abortion as a standard and common healthcare procedure, everybody wins.
The info pack clearly lays out both the law regarding abortion (to ensure we are not criminalising those in vulnerable positions) and clear details on how to obtain an abortion. Playing with the idea of literal transparency in the way we discuss abortion, the exterior of the pack is made from tracing paper. Using a blurred copy of the Abortion Act 1967, highlighted are key statements that position abortion as healthcare. The statistic on the reverse helps to put the matter into perspective. Each pack is A6 in size, making it discreet, easy to carry and store without drawing attention. These could be distributed in a variety of healthcare premises such as GP practices, student health centres and pharmacies, as well as in schools.
