Confronting Post-Roe Abortion Bans
In 2022, Roe v. Wade was overturned. We partnered with Google to explore the digital implications of this landmark decision.
We dug into the actions tech giants are taking to preserve users' health date from the hands of middlemen like ISPs, law enforcement, or hackers in surveillance states.
Client: Google
Agency: DDB San Francisco
Role: Art Direction, Design and Copywriting
ECD: Eric Cruz
Creative Team: Madhusri Suresh, Ella Choi, Joelle Mitchel, Xingwen Duan and Jessica Conway
How we helped abortion seekers search safer
Google Invisible uses language detection to spot abortion-related searches and flag “incriminating” queries. Once caught
in its crosshairs, you're whisked away to a secret, Invisible mode where only your eyes can see it. From there, any abortion-related searches are automatically erased from your browsing history, revolutionising how users search for sensitive information in private.
Launch Activation
We discreetly embedded NFC stickers on products in pro-choice retail stores and pharmacies. We placed them in high traffic areas like public parks, restrooms, universities, and gyms to intercept women at every turn and create buzz around Google Invisible. When someone with a smartphone enters the NFC tag's 3-foot radius, they'll receive a notification directing them to our Google Invisible microsite.
Why It Matters
With an informative, sincere, and empowering tone, the campaign inspires women to take control of their privacy and
reclaim their agency. It's a battle cry for a future where women can seek information about abortion care without fear
and legal repercussions.
