Keep Birth Control Copay Free
A public awareness and action campaign to keep birth control copay free for the millions of people – and their families – that depend on it. As well as millions of media impressions, the campaign led 500,000 people to leave official comments on the proposed change and won a D&AD Impact Award.
The Brief
In October 2017, Trump issued a ‘religious freedom order’ allowing employers, universities and insurers to deny birth control coverage to millions of people. The cost of birth control to an individual could have risen to over $1000 a year. A cost that many cannot afford.
There was one small chance to stop the religious freedom order: a 60-day comment period. The Women’s Equality Center (a privately funded nonprofit) wanted to develop a 360° public awareness and action campaign to keep birth control copay free.
The Solution
To mobilize action my team created an “Invoice Generator”. Not only did it show people the increased costs of their birth control, it also let them send the invoice to the Trump administration (registered as an official comment) and share it on social media.
To raise awareness my team took out a full page ad in the Washington Post and created videos starring comedians like Cecily Strong and Jon Benjamin who became the voice of Birth Control. We put Trump’s face on condoms and hired the famous improv troupe Upright Citizens Brigade to distribute them outside Trump Tower and The White House. We projected messages onto the side of Trump’s DC hotel and took the campaign on the road with a “Mission Control” college bus tour.
Results
The campaign was shared by celebrities like Gloria Steinem, Jessica Biel, Mark Ruffalo, and featured in media including Glamour, Vogue, Time, Refinery 29, Forbes and Huffpost. In December 2017, a federal judge issued an injunction, halting the order.
See more: keepbcfree.com
