The Case For Her

The Challenge
It’s a politically sensitive time for abortion, where legal policies vary wildly from state to state. This campaign is a collaboration between digital clinic Hey Jane and The Case For Her to reposition and raise awareness around abortion as an essential human right. “It’s Self-Care” was born.

The Solution
We narrowed our target audience to Florida, a state where abortion is on the brink of becoming illegal.
As of 2023, there are no bans on traveling to access abortion. We’re helping those in Florida with the opportunity to travel to Puerto Rico to obtain a safe and legal medical abortion.

Art Director: Danae Pimental Dos Santos