About This Project
Summary
Men4Choice’s Let’s Talk Abortion campaign was a first-of-its-kind initiative designed to activate pro-choice men as visible and vocal allies in the fight for reproductive freedom. Featuring authentic conversations between men in everyday settings, the campaign deployed creative across Meta, YouTube, and out-of-home media to destigmatize abortion and normalize men stepping up. We focused on reaching Gen Z and Millennial men in battleground states ahead of critical policy fights in 2024.
Goals & Objectives
Our goal was to move pro-choice men from being passive supporters to active champions for reproductive rights. By normalizing and modeling everyday conversations among men, our campaign reached millions of men with an urgent call to step up and join the fight for abortion access.
Results & Impact
The campaign delivered 18.9M digital impressions and 3.3M video views, reaching 6.2M men with an average frequency of 3–5. Out-of-home placements added 18.4M more impressions. The effort redefined abortion as a collective issue, positioning men as accountable, informed, and activated stakeholders.
JOIN THE NEWSLETTER