New Voice for Choice
| personal project created in 2018 |
Problem
Roe v. Wade remains at risk of being overturned by the current Trump administration. This was heightened by Brett Kavanaugh’s confirmation.
Insight
Men do not feel like they can be an active and accepted voice in the pro-choice movement.
Idea
Change the language and imagery used to support women's reproductive rights to be non-gendered inclusive of men.
My Role
My team and I ideated the concept, crafted the visual look and tone, and hand-produced all materials.
The Pro-choice Voice
CURRENTLY
The current imagery surrounding reproductive rights is largely female-centric, filled with pink and pussy caps. Allied men can feel like they do not have a place or voice in the conversation and therefore stay silent when their vote matters.
POTENTIALLY
To change this, we created gender-neutral graphics inspired by vintage political buttons and posters. We mirrored their cheeky copy and traditional colors to send the message that anyone can be an accepted champion of the movement.
The Campaign
To establish the bedrock of a New Voice For Choice, we created a collection of gender-neutral, pro-choice swag for men and women to wear and share with pride. This included handmade buttons, posters and stickers with various designs.
We launched our campaign on Women’s Equality Day (August 26, 2018), a week before Brett Kavanaugh’s confirmation hearing.
To launch, we worked with male-oriented stores around San Francisco’s popular Hayes Valley shopping district to distribute these items for free to patrons.
Special thanks to:
Oak + Fort
Emile Lafaurie For Sean
GANT
Aiken
Timbuk2
Seldom Seen
AETHER Apparel
Klein Epstein & Parker
The Website
Locals and tourists who saw and received these campaign materials in-store were directed to our website, newvoiceforchoice.com. (now defunct)
This site became a learning and activating tool for men. It summarized the transgressions against women’s reproductive rights and offered “The Kit for Dicks” — a downloadable pack of materials so men everywhere could start sharing our message.
The website also gave visitors the chance to become active voters. It included a voter registration plugin and a search-by-state feature that made it easy for visitors to learn which of their local candidates publicly supported protecting reproductive rights.
Guerilla Tactics
Outside of our partnered stores, we wanted to reach as many men as possible.
So we got a little scrappy and began targeting them in other places they typically frequent like bars, men’s department stores and barber shops.
These tags were placed on an item closely associated with the movement for reproductive rights: a hanger. We took this powerful and disturbing symbol and turned it into an eye-catching reminder of what is at stake.
Venables Bell & Partners 2018 Intern Team
Art Directors: Alyssa Lee and Natalie Mayer
Copywriter: Marisa Valente
Producers: Kirsty Le and Sam Rietta