Case Study - Fight for Reproductive Freedom

Overview

Following the decision by the United States Supreme Court to overturn Roe v. Wade in the Summer of 2022, Michigan’s democratic prosecutors wanted to immediately communicate to the people of Michigan and healthcare providers that they would protect access to reproductive healthcare and would not criminalize abortion. 

Strategy

Moment Strategies developed and executed an earned and social media strategy that allowed them to rapidly deploy their message effectively across all platforms. As a result, their commitment to protecting women was covered by local and national media and gained millions of impressions across digital platforms. We also coordinated speaking opportunities at in person events, on podcasts and highly rated television news programs.

Results

We later worked to seamlessly coordinate their message with the Proposal 3 campaign to legalize abortion in Michigan.The prosecutors became key spokespeople for the campaign. Their message was a critical piece of the campaign.