Vocal Media targeted viewers who flee to social media as a form of escapism from politics by integrating pro-reproductive healthcare messaging into comedic sketches and stand-up comedy routines. When viewers least expected it, they were met with political messaging that made them laugh and think critically about the 2024 Presidential election. Vocal partnered with Heather Gardner to create an engaging and gut-wrenching script about the dangers of rolling back reproductive healthcare even further in 2025 and beyond.
Because the most successful form of content on social media is comedy, and a majority of Generation Z look to social media as a form of escape from the news, Vocal Media developed a strategy to meet them where they were. We allowed comedy creators the freedom to take a serious topic—reproductive rights—and have fun with it. This program was met with overwhelming success and support, and many viewers took to the comments to show appreciation for creators using their platform for good. Vocal worked closely with Heather Gardner to develop content that not only reached large audiences—over 2 million viewers across TikTok, Intstagram Reels, X, and Youtube Shorts—but inform them of the reality of a potential national abortion ban and thus motivate them to vote in the 2024 election. Rather than simply creating a funny jingle, Vocal integrated critical and persuasion-tested reproductive messaging.
To reach key persuadable audiences ahead of the 2024 Presidential Election, Vocal Media took key persuasive messaging from Future Forward and developed it into a digestible and provocative brief for comedy creators. After sourcing hundreds of comedians, Vocal settled on a cohort of 25 creators who each developed funny and relatable content pertaining to reproductive rights. Our team worked closely with Heather Gardner through three rounds of feedback to develop a high-quality, comedic, and devastating comedic story about the effects of abortion bans nationwide. The Supreme Court reverted on 50 years of progress for women's health and women's rights. But mere pleas to care about women are not effective on social media. Heather's content expertly weaved comedy and short-form virality—original song, parody, and beautifiul production—with political messaging to leave viewers thinking about the role of the election in determining whether we as a country will progress, or revert back on even more decades of activism.