Critical Mass US
Wed, 20 Jul 2022 14:19:16 GMT
Critical Mass is launching an awareness campaign for secure sexual health app Euki, with a media strategy specifically targeted to people who may no longer have access to abortion in their particular state in the US.
People now face (very real) fears that tracking their sexual and reproductive health is no longer a safe thing to do. This campaign aims to let people know they do have safe options with Euki, a free sexual health app where people can access reliable information about all of their sexual and reproductive health needs -- including abortion -- without putting themselves at risk. Euki was built using research from Ibis Reproductive Health and released by Women Help Women.
The creative brings in Euki’s bright colours and clear, direct copy to remind people that investing in their reproductive health should be a normal, informative, straightforward process.
The social campaign’s media buy on social is specifically targeted to people who may no longer have access to abortion in their state due to the Supreme Court’s decision to overturn Roe v. Wade. With concerns that their data may soon be compromised, the campaign aims to make sure all people with the ability to become pregnant know that they have secure, safe options for tracking their reproductive health.
The campaign will go to market through Critical Mass’s intelligent production studio ArtBot, which will allow Euki to take advantage of personally tailored, efficiently produced, precisely delivered content creation at scale - a necessity given the urgency of the messaging and the nuanced demographics it needs to reach.
How Euki works:
Caitlin Gerdts, vice president for research at Ibis Reproductive Health, “We learned from our research that people were in search of an app that could provide accurate information about all types of SRH experiences. Most importantly, they wanted an app that prioritised their privacy and digital security - they didn’t want to have to share their information with a tech company or data firm just to be able to track their own health. Among the concerns raised by participants were the dangers posed by random observers, abusive partners, and parents or guardians who might see private content on their phone. We want all people to be able to monitor their own health without fearing that information about their bodies would be shared widely or viewed by others who access their phone. This app provides that assurance. As we face a post-Roe reality in the United States, it is clear from our past and present that the digital security of those who seek abortions in states where it is no longer may be in grave danger.”
Isabella Rodrigues, D&I Women’s Affinity Lead and VP of business development, Critical Mass, “We’ve always held ‘equal’ as one of our core values – and we’ve always believed women have the right to control and choice over their own bodies. The Euki team shares these beliefs, and we want to back what they’re doing to make a difference. Euki’s security measures and detailed information can offer relief for women who can no longer trust that their data is safe in certain areas of the country they live in. We will continue to take action wherever possible to advocate for women’s rights during a scary, difficult time.”
Categories: Corporate, Social and PSAs, Women's RightsCritical Mass US, Wed, 20 Jul 2022 14:19:16 GMT