Project type: Art direction; Animation; Social ad design; Display ad design
Agency: Blue State
Voice-over: Lizzy Divine
In March of 2020, Congress passed a relief bill that did not include women, families, and Black, Indigenous and People of Color nearly enough. Women — especially Black and Brown women — are on the front lines of the COVID-19 response, and yet are being left behind and left out. During this crisis, women are more likely to lose their jobs, are often the caretakers at home, and in some cases, are facing direct attacks to their rights and safety. The relief proposed by Congress was a fraction of what was needed. Planned Parenthood joined forces with other women-focused organizations like Women’s March, UltraViolet, MomsRising, among more than 60 others, to put pressure on Congress to include women in the next round of COVID relief. In doing so, they formed the We Demand More coalition.
In addition to driving petition signatures and calls to Congress, we created urgency through a powerful activation moment. In mid July, we hired mobile, animated, audible billboards in seven cities to target Republican senators and demand they pass COVID relief as soon as they return to DC after their recess. When the Senators returned, we had another mobile billboard waiting for them in DC, traveling around Capitol Hill with the same messaging.
Coalition members were given email and social graphics that I designed for them to post on their individual channels the same day the trucks were hired to drive through their targeted cities. We also implemented digital display ad takeovers on the homepages of major news publications within each targeted state (see below).
