In the UK, 70% of the population are pro-choice and yet reproductive health is a heavily contested area. Abortion Rights seeks to ‘defend and extend’ women’s access to reproductive health and protect their rights.
The advent calendar illustrations were used to accompany posts for a fundraising campaign on social media. In a visually driven online culture, grabbing attention is difficult without using images and design to capture an audience, so we had to work hard to find something that would stand out.
The seasonal theme of an Advent calendar meant that there was continuity and interest for the month-long, crowd-funding event. The campaign was successful and Abortion Rights raised more than double their target amount.