American Civil Liberties Union of Indiana
Helping Hoosiers
talk about abortion
Get Hoosiers talking about abortion in a respectful, informed way.
First, we had to understand Hoosiersā perceptions of abortion. Our research revealed thereās a lot more gray area between the right and the left than most people living in Indiana probably thinkāand those middle-grounders were the people we needed to reach.
Thatās why we created the āLetās Talk About Abortionā campaign. Using everything from billboards to lapel pins to a robust landing page, we spurred meaningful conversations about the topic while countering misinformation with cited facts. We even created a downloadable conversation guide to help equip people as they navigate these discussions.
Seeing these conversations in real time helped our audiences have their own talks with friends and familiesādiscussions that weāre proud to say are continuing to this day.
We created and deployed a targeted video campaign that cost 91% less per click than the platform average.
We generated over two million impressions across targeted digital channels (Facebook, Google, and LinkedIn) and drove over 150,000 views of associated custom videos.
Our targeted paid search campaign drove 25% more clicks than the industry average for a comparable spend.
