Three core issues in America will have a major influence at the ballot this November: war, immigration and, of course, abortion. 

At the center of conversation and activism for the latter is Planned Parenthood Federation of America. PPFA is kicking off the summer with a new campaign from creative consultancy Schaaf that builds on its “Bans Off Our Bodies” platform, launched in 2019.

“Rewrite Our Rights” reintroduces the “Bans Off Our Bodies” slogan with bright colors and a bold, modern typeface. Hand-drawn elements such a megaphone and marker lines invite people all over the country to reclaim the phrase and take it for their own. But this campaign version will be slightly different than in the past. 

This time, social media posts, digital out-of-home, taxi ads and more will include statements from real people, handwritten by them, explaining why they want lawmakers to stay away from reproductive health decisions. Some statements include, “Keep politics out of our healthcare decisions” and “I want to decide when, whether and how to create my family.”

The national campaign will also include an activation at the Governor’s Ball Festival in New York, where PPFA will rally festival goers to support the cause. 

The campaign language was intentionally meant to be inclusive so it can be a gender-neutral cause rather than a fight for just women, said Megan Farquhar, executive creative director and partner at Schaaf.

“This is everybody's fight. This is a national fight right now, and health care is something we can care about for everyone,” said Farquhar. “You don't need to have a womb for this to be your cause.”

After all, legislation around reproductive rights gets increasingly more restrictive by the day, a contrast to when the platform first launched in 2019 and Roe v Wade was still in effect.

Thus, “Bans Off Our Bodies” is a response not only to state abortion bans sweeping the country since the U.S. Supreme Court ended federal abortion rights by overturning Roe v Wade, but to anti-abortion agendas.

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