American Civil Liberties Union of Indiana

Helping Hoosiers
talk about abortion

Advertising Branding Collateral Digital Experiential PR Research Strategy Video

“The ACLU was built for times such as these. We are so lucky to have such talented and committed professionals in this fight with us.”
Jane Henegar
Executive Director, American Civil Liberties Union of Indiana
Let's Talk About Abortion responsive website mockup
Let's Talk About Abortion jean jacket pin
Let's Talk About Abortion website mockup
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Objective

Get Hoosiers talking about abortion in a respectful, informed way.

Challenges
01
Educate people who don’t have strong opinions about abortion and those who want to learn more about the issue
02
Combat myths and misinformation people in Indiana may believe about abortion with objectivity
03
Encourage people to have conversations, even when they disagree
Solution

First, we had to understand Hoosiers’ perceptions of abortion. Our research revealed there’s a lot more gray area between the right and the left than most people living in Indiana probably think—and those middle-grounders were the people we needed to reach.

That’s why we created the “Let’s Talk About Abortion” 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.

Our campaign also included thought-provoking videos of real people—some of whom did not agree on certain issues—having frank conversations.

Seeing these conversations in real time helped our audiences have their own talks with friends and families—discussions that we’re proud to say are continuing to this day.

Results
Regardless of legislation, most Hoosiers still agree that everyone should be free to decide if and when to have children. Thanks to our campaign, more people are aware of facts like that and how to share them with others.
91%
Less Cost Per Click

We created and deployed a targeted video campaign that cost 91% less per click than the platform average.

2 Million+
Impressions

We generated over two million impressions across targeted digital channels (Facebook, Google, and LinkedIn) and drove over 150,000 views of associated custom videos.

25%
More Clicks

Our targeted paid search campaign drove 25% more clicks than the industry average for a comparable spend.

Our Partners
Bayonet Media
BrainTwins
Helm Coffee
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