DAY 1: DISCOVER
Through initial conversations with stakeholders, we gained better understanding of Don’t Ban Equality’s mission and the brands in their coalition who were eager to participate in the campaign. We identified the brand roster as a key advantage and developed a strategy to showcase the top brands in the coalition.
DAY 2: EXPLORE
We explored a number of creative concepts that would leverage the power of our partner brands, adding clout, gravitas, and reach to the message with their collective participation.
DAY 3: UNLOCK
Along with the DBE team, we chose a winning idea, a simple but provocative quote, “Access to abortion is every business’s business,” that would be signed off by the coalition’s featured brands. We mocked up the idea for partner approval.
DAY 4: ACTIVATE
We quickly created multiple versions of the ad creative to accommodate different placements being considered by DBE and added more and more of their partner brands as excitement surrounding the ad grew. We also created digital and social assets to increase the footprint of the campaign.
DAY 5: VALIDATE
Our creative was rejected by every media company with a Times Square OOH placement because of the word “abortion.” Undeterred, we leveraged the power of our network to identify an OOH media agency and woman-owned media company who ran our creative in a placement a few blocks away.