Repro Legal Helpline Campaign
If/When/How is an organization that uses their legal muscle to fight for reproductive justice. They sought a creative team to create a multi-lingual, national campaign to draw attention to their Repro Legal Helpline; which answers questions about legal rights for self-managed abortions.
Project
Repro Legal Helpline Campaign Design
Client
Resource Media
If/When/How
Collaborators
Resource Media
Hieronymus
Services
Campaign Concept & Branding
Brand Collateral
Poster Design
Sticker Design
Digital Ad Design
Goal
With COVID-19 creating new obstacles for individuals seeking legal advice for self-managed abortions, the Repro Legal Helpline is more essential than ever. Under the Creative Direction of Marcela Gara of Resource Media, I examined different avenues to reach this national audience, with a specific consideration for non-native english speakers and individuals living in rural areas. With these constraints in mind, we designed a multi-media campaign that humanized the organization, reflected the diversity of their audiences, and demonstrated compassion and dignity for individuals seeking legal help.
Approach
After exploring several concepts, we landed on a narrative that centers the real people on both ends of the Helpline. If/When/How is there to help to put the pieces together. Pastel colors and vignettes of people in their homes feels calm and approachable. The puzzle is the uniting brand element that speaks to the benefit of using the helpline and the experience of working with If/When/How. With this design system, I designed digital ads, posters, print collateral, and swag in three different languages. I also created assets for the video team to create an animated social advertisement, which you can see here.
