2 years ago, the U.S. Supreme Court’s decision to overturn Roe v. Wade took abortion access away from millions of Americans. Reproductive healthcare is under attack, and birth control could be next in the rollback of our fundamental rights.
In an era where disinformation and misinformation about contraception spreads faster than facts, it’s more important than ever to set the record straight. Impact Media partnered with Nurx, a telemedicine platform specializing in direct-to-consumer sexual health, to do exactly that.
Together, we crafted an Instagram-based branded content campaign with 3 clear goals:
Through this collaboration, we framed Nurx’s telemedicine model as more than just a healthcare service. It’s a lifeline for equity, helping to ensure that everyone—regardless of where they’re located—has the power to access the care they deserve.
To address the urgent issue of reproductive healthcare access and combat misinformation about contraception, we designed our campaign to resonate with teenagers and young adults, who are the future of advocacy and social change. Unfortunately, many Gen Z-ers weren’t given the opportunity to study the historical context behind reproductive rights in school. This campaign bridges that gap by leading with education, providing young readers with necessary context on the events that led up to our current state of healthcare access.
The content piece begins by grabbing readers’ attention with a strong and alarming fact: single women have only had the right to birth control for the last 52 years. This cultural hook is then further contextualized for younger audience members, letting them know that their parents or grandparents lived through an era in which contraceptive access wasn’t available to them. By establishing a timeframe, we set the stage for the campaign to effectively inform readers on the historic evolution of access to birth control.
The campaign lays out a timeline that clearly shows readers how women in the U.S. gained access to birth control. Information on major legal events from the 1960s and 70s is made accessible and digestible for all readers, regardless of their level of background knowledge. Readers then learn how women benefited from the right to contraceptives, making a clear connection between the historical events and why they matter.
From there, readers are brought up to speed on the current state of misinformation surrounding birth control and how that relates to reproductive rights being under threat. The campaign does not shy away from illustrating the dire state of reproductive healthcare in the U.S., shining a light on how abortion bans and contraceptive deserts have limited many peoples’ access to care.
Although these disparities in access to birth control exist, audiences are presented with solutions—like Nurx—that disrupt remaining systemic barriers. The campaign provides information on Nurx’s telemedicine model along with a link for readers to access care. Offering a tangible solution establishes a sense of hope, letting people who might not have access to contraceptives know that there are options available to them.
Our strategy effectively combined engaging content with hopeful messaging—which, in a time when reproductive rights are under threat, is more important than ever. By leveraging Instagram, we met young people where they are, using concise and accessible content to educate and empower. The campaign not only raised awareness about contraceptive access but also provided immediate solutions, inspiring individuals to take action and fostering a sense of community around these critical issues.
Impact Media and Nurx’s campaign was highly successful in engaging audiences, providing them with accessible information, and promoting tangible solutions to the widespread lack of access to birth control.
