All Access

Purpose coordinated the All Access Coalition, a diverse coalition of reproductive rights, health and justice organizations united to confront persistent challenges to and engage a plurality in support of abortion access. Purpose created the overarching engagement strategy, unified brand, and range of digital content. The All Access Day of Action event brought together thousands of supporters across the country to publicly demonstrate their support for abortion access, marking the beginning of a popular culture shift.

Article - Billboard Article - Rolling Stone

Challenge

7 out of 10 voters support legal access to abortion, but a prevailing culture of shame and stigma, restrictive laws, and political attacks threaten our reproductive rights. A diverse coalition of reproductive rights, health and justice organizations united to collaborate in new ways, and at a broader scale, to confront the persistent challenges to this constitutional right and to engage a plurality in support of abortion access.

Moment

With numerous legislative and political attacks occurring at state and federal levels, the landmark Supreme Court Whole Woman’s Health decision presented an affirming moment to showcase the diverse majority that support reproductive rights. By uniting as a coalition and leveraging cultural power, as opposed to political, we can engage new audiences that support abortion access, but are currently silent, or don’t identify with or feel represented by the movement.

Strategy

For All Access, Purpose set out to create a fresh and inclusive brand and platform that visibly demonstrates support for abortion access. The brand and platform was designed to provide accessible entry points that leverage cultural power and relatable stories of abortion access. The goal of All Access would foster a new social and political norm that supports abortion access and builds organizing power to advance reproductive rights, health and justice.

All Access Concert & Day of Action

A-List talent (Sia, Teyana Taylor, Leslie Jones, Natalia Lafourcade, and Jessica Williams) provided the strong cultural pull for the main All Access event in Cleveland, OH – a strategic battleground for reproductive rights and abortion access. Local events across the country expanded the reach to new audiences, including communities of color and LGBTQ, and were focused in states with significant abortion restrictions, primarily in the Midwest and South. 

Tickets sold out in less than 48 hours, local events achieved unprecedented event turnout, and All Access was covered in mainstream and pop media outlets that rarely cover reproductive rights

Social Media

We created social media graphics for promoting & personal sharing. #Access4all was used over 5,000 times on September 10 and reached over 6.5m accounts, and over 3,000 Selfie your Support uploads were taken during the main event.

Website

We created an event website; featuring tickets, main event live stream, storyteller videos and social graphics. 

Branding

We created a fresh concert-style brand & merchandise. Paired modern concert-style design with bold abortion access messaging, and playful double entendre messaging.

Impact