Reproductive Freedom
U.S. Midterms Pressure Campaign

ROLE: Creative Director, Creative Strategy, Lead Producer, Media Buyer
The Soze Agency
Artist Collaborator: Paola Mendoza
*Client name confidential

Leading up to the 2022 Midterm Elections, the right to have an abortion was on the ballot — marking a key milestone not only in the national abortion rights movement, but the global one. Leading up to November 8, we used various creative tactics to educate and activate voters in competitive states such as Georgia, Arizona, Ohio, Pennsylvania, and North Carolina that could make the difference in the future of abortion policies, access, and protections in America.

Across our activations, we deployed messaging that strongly connected abortion with freedom, as well as emphasizing the continuation of the green wave through our visual creative. These messages appeared in battleground states, where the right to abortion hung in the balance of the November 8th elections, as well as across social media.

We chose a variety of non-traditional creative activations that would stop people in their tracks and ultimately activate around abortion rights during the election. 

Overall, our goals were to galvanize the base and give them a symbol to express their rage (the handprint), mobilize the persuadable middle, and keep abortion in the news as much as possible.

Our visual approach to the campaign was to combine our key symbols, the color green, the green pañuelo, and the handprint, to capture attention as well as spread symbols of Latin America’s reproductive rights movement further into the United States.

In combining the handprint and the color green, we tie ourselves collectively to our shared humanity. The green handprint serves as a reminder that none of us are free until all of us have the freedom of bodily autonomy.

We drew visuals from past movements that made the creative feel more organic and like protest signage of the past.

DRONE SHOW

We took to the skies over Philadelphia the evening of November 6, 2022 featuring a series of 9 visuals, showcasing the green handprint, the green pañuelo, and the messages: Protect Abortion, Our Bodies. Our Lives, Our Futures. We utilized 250 drones at a flight speed of up to 10mps and a flight zone of 700ft wide and 500ft deep.
Drone Partner: Pixis Drones

STENCIL BOMBING

We took to the streets in Columbus, OH, Raleigh, NC, leading up to the midterm elections, and Atlanta, GA during its runoffs. Stencil bombing allowed us to create temporary moments that disrupted a passerby’s standard routine and created intrigue.

To target a younger population, we focused on universities and nightlife areas in each city. 
Stencil Partner: Branded Arts

ICE SCULPTURE | FREEDOM FROZEN

To visually represent the lack of access to safe and legal abortions, we froze the states that have banned abortion. We purposefully chose Phoenix, AZ so that the heat would melt the sculpture to symbolize the fact that time is running out and we need you to vote to protect reproductive freedom.

Our ice sculpture, Freedom, Frozen, was part of Phoenix’s monthly Friday Art Walk, which was located on Roosevelt Row, November 4-5, 2022, which accrued over 20,000 attendees.

The art piece was 10ft high x 15ft deep and included 28 slabs of ice.
Production Partner: Squadra Entertainment

LED TRUCKS

Leading up to the runoff, December 5-6, 2022, elections in Georgia, we deployed two LED trucks that circled key landmarks in Atlanta to spread campaign messaging and encourage folks to turn out to vote.