Advertiser: MSI Reproductive Choices
Agency: JAA Media
Winner: Best contextual campaign and Best social impact campaign
Challenge
One of Donald Trump’s first executive orders in his second term as US President was to reinstate the ‘Global Gag Rule’, which prohibits international NGOs from receiving government funding if they provide or advocate for abortion services. Under the rule, organisations must confirm they won’t participate in anything abortion-related.
Global reproductive health provider MSI Reproductive Choices refused to sign the ‘Gag Rule’, and as a result was set to lose $14 million in funding. In response to Trump’s ruling, MSI wanted to launch a campaign to highlight the devastating attack on reproductive rights globally. Specifically, MSI had the ambitious goal of increasing both awareness of the charity and lead generation by 100% and reduce their cost per lead.
Approach
MSI knew that news audiences trust and engage deeply with editorial content. By appearing alongside the news of Trump’s decision, the charity would ensure maximum resonance and impact. The ‘Signed Away’ creative campaign used Trump’s distinctive signature etched over women’s lips to show their mouths sewn shut, highlighting the devastating effect on the reproductive right to choose.
To maximise impact and awareness, MSI deployed its campaign the day after the signing of the order, leading with executions in national newspapers. MSI harnessed the power of the news agenda with full-page ads in The i Paper, The Times and the Guardian, all placed next to editorial about Donald Trump’s executive orders and the ‘Gag Rule’. The campaign was supported with DOOH in Westminster and around the US Embassy, plus a social media campaign.
Results
With a modest budget, the print activity alone ensured over 1.1 million people saw the campaign in the first five days. Lead generation increased by 372%, with over 1000 leads per day. Awareness increased hugely, with a 436% increase in engagement across digital channels compared to MSI’s standard posting. Cost per lead for this campaign was just £0.93 compared to £2.91 in the November burst.
This campaign is just the first step for MSI in finding the funding needed to fill the hole left by Trump signing the ‘Global Gag Rule’.
