In an era of severe abortion restrictions and misinformation, access to caring support and trusted resources for those in need of abortion is increasingly hard to find. Resource Media collaborated with two reproductive justice organizations — Abortion On Our Own Terms and the Miscarriage + Abortion (M+A) Hotline — to co-create an English and Spanish language digital marketing campaign to provide trusted, accessible medical information to those using abortion pills to safely self-manage abortion.
To inform campaign strategy, we conducted a comprehensive digital media landscape analysis, which revealed the ways that anxious sentiments, misinformation and confusion, and politicized online narratives influence how people seek information about abortion pills.
Our digital campaign strategy focused on sharing practical information within a caring context. Our approach included transcreating our ads to resonate with Spanish-speaking audiences — a critical effort to meet the need of abortion support and resources for the Latine community. Resource Media’s bilingual digital advertisements centered around the message “We’re Here For You” / “Cuenta Con Nosotros”, to reassure an anxious online audience that there is a trusted community ready to provide support.
In the research we conducted leading up to the campaign, we found a gap in visuals that capture the true abortion experience — instead, the media landscape was saturated with images of pill boxes, politicians, and protests. Our “real moments” advertising creative showcased original photography that humanized individuals having abortions at home — in the bathroom and on the couch, with comfort food, and the support of a trusted friend nearby.
The result was more than 4.7 million ad impressions and reaching more than 672,000 people across Google, Instagram, and streaming TV. Thanks to an effective digital strategy and audience targeting, we were able to reach younger people and low-income people in states where abortion is banned such as Texas, Florida, and Georgia.
As a result, the M+A Hotline saw its web traffic triple with 47,867 clicks along with increased call volume, especially among Spanish speakers in need of intensive support. The M+A Hotline is now considering recruiting more Spanish-speaking volunteers to help the Latine community that is disproportionately impacted by unjust abortion bans.
Our effective digital strategy also resulted in a high click-through rate for Spanish Google Ads and low cost-per-click for Instagram Stories ads.
