The ‘Made by Choice’ campaign by Wisp, created with 72andSunny and partner organizations, positions the brand as a defender of reproductive autonomy by highlighting the essential value of choice in enabling life to flourish. The campaign reframes the conversation around abortion, challenging the prevailing “pro-life” rhetoric by demonstrating that denying reproductive options effectively restricts life itself. This approach underscores Wisp’s core proposition: access to reproductive healthcare, including abortion, is fundamental to sustaining families, personal dreams, and overall well-being.
Strategically, the campaign exploits a behavioral insight related to digital media consumption—viewers’ familiarity with skippable YouTube ads—using it as the vehicle for a social experiment. The ad appears before content typically favored by anti-choice viewers, creating an opportunity to directly engage a resistant audience. By linking the action of skipping the ad to enabling free abortion care, the campaign encourages reflection on the consequences of choice and non-choice. Those who watch the full film are exposed to a narrative that humanizes the decision to end unwanted pregnancies, subtly disrupting entrenched viewpoints. The call to action directs viewers to a dedicated website for further education and resource access, fostering informed dialogue beyond initial exposure.
Overall, ‘Made by Choice’ leverages an innovative format and targeted placement to navigate a polarized discourse, aiming to bridge ideological divides through empathy and evidence-based messaging. It combines behavioral nudging with strategic partnerships to amplify its public interest mission amid the post-Roe v. Wade landscape, focusing on shifting perception by redefining pro-life values in terms of choice and compassion.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign fits FORMAT#3 because it centers its creative device on the symbolic act of skipping or not skipping an ad to embody the idea of choice. The skip button becomes an analogy for having—or not having—autonomy over reproductive decisions. Rather than presenting the problem of restricted reproductive rights directly or through a literal narrative or testimonial, the campaign reframes the issue using the skip interaction as a powerful metaphor, making the viewer’s digital choice stand in for real-life freedom of choice regarding reproductive healthcare. The structure does not hinge on storytelling arcs or celebrity influence; instead, it leverages the symbolic meaning of everyday digital actions to provoke reflection.
1. Planned Parenthood – Market Positioning
As one of the oldest and most recognized reproductive health organizations in the U.S., Planned Parenthood positions itself as a comprehensive provider of sexual and reproductive healthcare, education, and advocacy. It differentiates by offering in-person clinical services nationwide, a trusted brand legacy, and a strong emphasis on reproductive rights activism alongside accessible healthcare.
2. Nurx – Market Positioning
Nurx leverages telehealth to provide convenient, discreet, and accessible reproductive health services including birth control and abortion pills. Their strategic angle centers on modernizing healthcare with user-friendly digital experiences, catering especially to younger, tech-savvy consumers seeking privacy and ease of access.
3. Aid Access – Market Positioning
Aid Access specializes in providing telemedicine abortion services with an emphasis on affordability and accessibility, particularly for patients in restrictive states. They strategically position themselves as a grassroots, patient-focused organization that pushes boundaries to expand access to abortion care globally via online consultations and mail delivery.
4. Planned Parenthood Direct (app) – Market Positioning
As a digital extension of Planned Parenthood, the app focuses on delivering telehealth reproductive services on demand. It differentiates by combining Planned Parenthood’s trusted brand equity with rapid, discreet access to contraception and abortion pills through a seamless mobile interface.
5. Hey Jane – Market Positioning
Hey Jane offers direct-to-patient telehealth abortion care with a mission-driven approach emphasizing compassion, affordability, and privacy. They position themselves as a user-centric brand committed to simplifying access in restrictive legal environments by providing comprehensive support and medication abortion services delivered discreetly to patients’ homes.
Q: What is Made by Choice about?
A: Made by Choice is a 2023 campaign created by global creative agency 72andSunny for Wisp, the largest sexual and reproductive telehealth company in the United States. The campaign addresses the polarized issue of reproductive healthcare access following the Supreme Court decision overturning Roe v. Wade. It aims to reframe the meaning of pro-life by engaging anti-choice audiences through a skippable YouTube ad that links the act of skipping to donating free abortion care. The film emphasizes that having the right to choose is essential to life itself and directs viewers to a dedicated website for further education and resources.
Q: What creative device does Made by Choice use?
A: Made by Choice employs the creative technique classified by Clapboard as FORMAT#3 SYMBOLIZE THE PROBLEM. This format uses symbolic acts or analogies rather than literal storytelling to represent the issue. In this campaign, the skip button on a YouTube ad becomes a metaphor for reproductive autonomy, with the viewer’s choice to skip or watch symbolizing real-life freedom or restriction of choice. This approach avoids direct narrative or celebrity influence, instead provoking reflection through the everyday digital action of skipping an ad.
Q: What is the campaign proposition for Made by Choice?
A: The campaign positions Wisp as a defender of reproductive autonomy by asserting that access to reproductive healthcare, including abortion, is fundamental to sustaining families, personal dreams, and overall well-being. It challenges the prevailing pro-life rhetoric by reframing the conversation to show that denying reproductive options restricts life itself. Made by Choice targets anti-choice audiences to foster empathy and informed dialogue, emphasizing that the right to choose is essential for life to flourish in the context of a deeply divided public discourse.
Q: How does Made by Choice rank in Clapboard's archive?
A: Made by Choice holds a Clapboard Campaign Score of 78/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in using innovative format and targeted placement to engage a resistant audience and contribute meaningfully to the public interest conversation on reproductive healthcare access.
Q: Who are the competitors in Wisp's category?
A: Wisp competes with several key players in the reproductive healthcare telehealth market. Planned Parenthood is a comprehensive provider known for its nationwide clinical services and strong advocacy for reproductive rights. Nurx focuses on modernizing healthcare with discreet, user-friendly digital experiences tailored to younger, tech-savvy consumers. Aid Access emphasizes affordability and accessibility, particularly in restrictive states, through grassroots telemedicine abortion services. Planned Parenthood Direct extends the trusted brand into on-demand telehealth services via a seamless mobile app. Hey Jane offers compassionate, affordable, and private direct-to-patient telehealth abortion care, simplifying access in legally restrictive environments.
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