Plan C Pills is a digital organization that shares information and research on where to get abortion pills, founded by storied repro rights activists. As Dobbs fell, they were inundated with press interest and partnership offers.
They needed a cohesive long-term strategy for information-sharing, making sure that self-directed abortion would be part of any reproductive strategy conversation, and promoting their work. This all needed to both attract attention and stay on the safe side of the changing legal landscape. We worked with them to build an audience strategy directed at lower-info users in restricted states.
We used a mix of advance statements, quick reactions, background webinars, and old-fashioned media relations to get the message out in the press, and advise on publicity for innovative strategies like billboards, radio partnerships, community events, and even a documentary that premiered at Sundance.
