Abortion Stigma Is Powerful.
But so are you.
CHALLENGE:
Abortion is a fundamental part of reproductive and sexual health care, yet stigma surrounding it remains deeply entrenched. Planned Parenthood Federation of America faced a critical challenge: how to empower individuals to reclaim their stories, reject shame, and embrace their right to shape their own futures — free from stigma.
The following creative campaign was developed with PPFA in efforts to tackle abortion stigma nationwide by focusing on the power of storytelling, the power of listening, and the power of community to make abortion a part of every day conversation and dismantle abortion stigma.
IMPACT:
By shifting the conversation from shame to solidarity, this campaign helped elevate abortion stories in mainstream discourse and build a stronger, more compassionate narrative around reproductive autonomy. It fostered deeper engagement across diverse communities and contributed to Planned Parenthood’s long-term strategy to dismantle abortion stigma nationwide.
4th Annual Anthem Awards Gold Winner
My role in the project:
As Art Director and Lead Designer for the campaign, I oversaw the visual direction and execution across all platforms. I led a team of designers and external creative partners to produce over 200 assets — including digital, out-of-home, CTV/display, video, and audio ads. I developed the campaign’s visual identity, established brand guidelines, and art directed both photography and video on set to ensure cohesive storytelling across mediums.
Team:
Creative Directors: Maria Smith, Ande Hubbard
Director of Video Production: Theresa Darlington
Producers: Kim Durón, Adielenah Perez
Editor: Esther Chan
Photographer: Maeva Komenan