PROBLEM :
Even though 1 in 6 women will have an abortion in their lifetime in Canada, abortions are still viewed as a reckless recourse for irresponsible behaviour.
INSIGHT :
It is widely accepted that no form of contraception is 100% effective. Until contraception is 100% effective, abortion should be 100% accessible.
IDEA :
The Case for Her and Hey Jane created Abortion by HerStory, a brand that can be found in the family planning aisle within pharmacies. Abortion by HerStory, via their boxes, also provided access by way of a QR code to the HerStory Instagram page, a safe community where people could share their stories, experiences, and overturn the stigma.
🏆 AWARD
2023 D&AD New Blood Wood Pencil
Case Video
Abortion By Herstory Box Design
We’re going to put Abortion on the shelf.
Instagram Page | Herstory Community
A safe space for all to share Herstory.
Out Of Home
The Team
Art Directors: Qudsiya Jabeen, Kailin Zhang
Copywriters: Amy McIntosh, Rachel Taylor