For Immediate Release: Wednesday, June 15, 2022
Nation’s leading reproductive freedom advocacy group releases digital ad buy in Arizona, Georgia, and Michigan
Washington, DC — NARAL Pro-Choice America today released four new ads as part of a six-figure ad buy, the first component of a new campaign designed to shine a light on the stakes of the Supreme Court’s looming decision that could overturn Roe v. Wade and engage the 8 in 10 Americans who support the legal right to abortion. These four ads are the first pieces of content to emerge from NARAL’s groundbreaking audience research identifying how various populations interact with online content on abortion and reproductive freedom. The ad buys will run in Arizona, Georgia, and Michigan media markets.
“We are at a critical moment in the fight for reproductive freedom, with the U.S. Supreme Court expected to overturn Roe v. Wade and end the constitutional right to abortion as we know it in the coming weeks. This six-figure ad buy comes after months of dedicated research and builds empathy by highlighting the real-life situations where someone may need abortion care. Reproductive freedom is for everybody—our families, neighbors, congregations, and communities. These ads send the strong message that we all deserve the freedom to make our own decisions about our families, health, and lives.”
This launch builds off of NARAL’s 2021 research to understand how people interact with content about abortion and how to build audiences that are resilient to the disinformation they encounter from the anti-choice movement. This three-part study identified key audiences with complex views on abortion, provided a landscape of their cultural consumption, and explored how and where they encounter abortion disinformation. By identifying where audiences are online, what kinds of stories they consume in their daily lives, and what narratives and stories they encounter about abortion—NARAL was able to identify specific opportunities to reach them.
In the coming weeks, the U.S. Supreme Court will rule in Dobbs v. Jackson Women’s Health Organization—a case about Mississippi’s 15-week abortion ban that directly challenges Roe v. Wade. A recently leaked draft majority opinion in the case indicates that the Court is poised to overturn Roe and end the constitutional right to abortion as we know it. If the landmark abortion rights decision is undone, 28 states are expected to take action to prohibit abortion outright.
For over 50 years, NARAL Pro-Choice America has fought to protect and advance reproductive freedom at the federal and state levels—including access to abortion care, birth control, pregnancy and post-partum care, and paid family leave—for every body. NARAL is powered by its more than 2.5 million members from every state and congressional district in the country, representing the 8 in 10 Americans who support legal abortion.