Purpose driven strategic and creative agency GOOD launches campaign with MSI Reproductive Choices, a global abortion provider.

107 women die from unsafe abortions every day, which is 1 woman dying every 13 minutes. The campaign raises awareness of the fact that a safe abortion is not an option for millions of women around the world and asks audiences to fund safe abortions.

The disruptive creative is designed to demand attention from audiences and highlight the work MSI does every day to protect women’s rights to safe abortions. The campaign aims to harness the outrage and anger and use it to inspire people to donate to MSI’s work and protect reproductive choices globally.

The advert will run in print in The Guardian & The Observer this weekend to mark International Safe Abortion Day, and will be followed by an accompanying digital fundraising campaign. The media was secured by JAA.

Jo Ratcliffe, Creative Director at GOOD says “Around the world, millions of women are unable to access safe abortion services because of laws, policies, lack of funding and stigma. Women are dying everyday as a result. It’s an urgent issue that requires an urgent response. This campaign brings to light the stark facts and utilises emergency tape to show how MSI are fighting back, and crucially, how we can all help to defend women’s rights.”

Liz Walden, Director of Global Communications at MSI Reproductive Choices says “Despite progress in recent years, millions of women around the world still face obstacles to accessing abortion care, denying them their right to determine their own future. Globally, our teams see lifesaving abortion services restricted by unnecessary regulation and over medicalisation, preventing people from seeking and receiving the services they desperately want and need. At MSI we’re fighting to change this. Through our campaigns and healthcare services, we’re working towards a world where everyone has reproductive choice.”