The Idea
On June 24, 2022, the Supreme Court overturned Roe v. Wade allowing states to ban abortion and engage in a treasonous attack on women's rights. Texas had been declared as "pro-life" and it's currently the largest state to restrict abortions by having three significant bans on the books setting up a potential legal minefield.
Abortion is healthcare, a fundamental right and a woman's decision. However, it's not just a women's thing. We don't want men to have a decision on women's bodies, but to take a position to help women have this fundamental right.
Hey Jane will run the first abortion campaign addressed to men, because, just as in sports, winning requires teamwork.
John is ranked as the 1st most popular given name in the United States with an estimated population of 5,298,362.
As our audience would typically ignore these issues, we will capture their attention with a simple first name
and by reaching out to all channels in America through an TV Spot run by men and directed to men.
Copywriter: Miriam Marín, Alicia Varella.
Art Director: Amaya Osés, Elena Fernández.