The American Civil Liberties Union wanted to energize activists ahead of an expected decision from the U.S. Supreme Court that could strike down the core of Roe v. Wade. This campaign from OBERLAND reframed the issue as a battle between government-mandated forced pregnancy and reproductive freedom, and highlighted the harms that abortion restrictions have on people, especially in communities of color.
"Abortion Bans Are Forced Pregnancy"
The videos drove 11.1M impressions and 1.2M views during their media flight and doubled the mentions online of ‘forced pregnancy.’ The search ads drove high levels of engagement, directing people looking for reproductive rights policy content to ACLU’s Forced Pregnancy site. And the video ads achieved high completion scores as well.