Department of Reproductive Control
I worked with the Women’s Equality Center (WEC) to fight Trump’s attack on reproductive healthcare. I created a fictitious government department that told the truth about the extreme ideology and policies that Trump’s Administration stands for.
The Brief
In 2018, the Trump administration and the Department of Health and Human Services (HHS) proposed the most extreme restrictions to reproductive healthcare access in 20 years. Changes to the Title X provision threatened to close reproductive healthcare clinics across the country.
WEC needed a rapid response campaign that would reach citizens who weren’t likely to engage with typical content about legislation. As with any federal regulation, there is an open comment period where the public has the opportunity to express their views. We needed to break through the noise and get people to register their concerns fast.
The Solution
To reach an audience not used to reading about the latest policy changes I created a fictitious government department - the Department of Reproductive Control. This sinister entity isn’t real - but their policies are.
While the Trump administration used boring and innocent-sounding language to hide their actions, our campaign translated it and showed the horrible outcomes of their agenda.
I created an “official” website that mimicked the design of government sites, created a commercial with an “official” government spokesman that aired on Hulu around the finale of The Handmaid’s Tale, as well as social media assets and mobile billboard trucks.
Results
The campaign was picked up by outlets like Vice, Now This and even InfoWars. And engaged nearly a million people in a 2-week period. The proposed changes were challenged in court and are currently blocked.
See more: Dept of Reproductive Control
