With Mother’s Day a couple of days away, the holiday has a bittersweet feeling for many after a Supreme Court draft opinion leaked earlier this week, suggesting the landmark 1973 Roe v. Wade ruling on abortion rights may soon be overturned. As protests rage on against the potential ruling, several brands are still celebrating the holiday while likely weighing the options of making a statement about the sensitive issue.
Austin, Texas-based agency GSD&M is making sure its stance on the matter is clear, with a campaign that flips a traditional Mother’s Day card into a call to action for people to speak up on behalf of the pro-choice movement.
The agency created a website, forcedmothersday.com, where visitors will be able to choose between three different cards that have a front that reads, “Happy Forced Mother’s Day.” Inside the card reads, “To the mother with everything except the right to choose…” with the back putting a pin on the simple message: “This could be the reality very soon. Fight back. ForcedMothersDay.com."
Upon visiting the site a short paragraph starts off by saying, “Moms are great. But no one should be forced to become one.” The paragraph then continues to explain that 26 states are “likely” to ban abortion outright if the Supreme Court’s decision goes through. Texas, where the agency is based, banned all abortions after six weeks of pregnancy.
The site also includes a search tool where people can access the contact information of the representatives in their state. Users will have the option to share the card either through social media, by downloading a video of the card, or by printing a card.