Charley x Impact

About This Project

Summary

After Dobbs, pregnant people in the country were left in the dark about their reproductive care. Charley, a digital chatbot that provides personalized advice about abortion care, came to us to spread awareness about their tool. Together, we activated on the 51th anniversary of Roe v. Wade with a branded IG article, leveraging a cultural moment to tell the history of abortion rights and offer resources. To ensure relatability to our young readers, we prioritized accessible, online lingo.

Goals & Objectives

Our objective was to boost awareness of Charley, directing users to a tool for abortion access queries. We featured Charley chat screenshots and direct links for easy access, focusing on digital communication and anonymity to educate on available care.

Results & Impact

The campaign massively penetrated our communities. Our carousel post reached over 625,000 impressions and over 460,000 unique readers. Over 80,000 actions were taken, including over 6,000 shares.