Impact
132,957 clicks to the helpline site
46.5 million impressions
11 million video views
And sustained engagement with above-average click-through rates.
Beyond the numbers
Years later, the creative was still being used and repurposed, and our posters ran in New York City subways.
For me, this project showed what’s possible when thoughtful, people-centered strategy meets bold creative: work that rose to the moment and helped people find the support they urgently needed.
Ideas in action
With If/When/How, I led a national, multicultural campaign to raise awareness of the Repro Legal Helpline, a free resource for people facing legal risk after self-managing their abortion. Rooted in reproductive justice, the campaign focused on the people most affected by restrictive abortion laws, especially those in rural communities and others facing more than one barrier to care.
We started by getting to know our audiences. We built detailed personas and mapped the moments when someone might reach out for legal help, so we could show up at the right time. Creatively, we framed the helpline as a trusted bridge between people in crisis and the legal support they need, something steady to hold onto while they figure out their next step. Every message and visual was designed to feel empathetic, clear, and urgent.
From there, we launched a multilingual campaign across search, digital and video ads, and organic content, all built to reach people in the moment they needed it most.