Abortion Care Network – Keep Our Clinics Campaign
Founded in 2008, Abortion Care Network (ACN) is the only national membership organization for independent abortion clinics in the United States. The organization’s mission is to support the sustainability and ability of independent clinics to provide respectful, dignified abortion care.
The Challenge
In the wake of several states passing severe laws that were a direct threat to providers and those who seek abortion care, coupled with an increase in court cases like the SCOTUS case June Medical Services v. Gee, clinics across the country were being forced to close.
ACN saw the need to launch a robust fundraising campaign to provide independent clinics with the financial support they need to continue serving patients. The campaign aimed to engage people who see the urgency to support independent clinics and take action against the ongoing attempts to ban abortion care outright.
5IVE worked with ACN to design the branding and collateral for their Keep Our Clinics fundraising and awareness campaign and help them position the topic and organization across audiences.
Services Provided
– Campaign branding
– Logo design
– Campaign design
– Digital advertising
– Messaging
The Solution
Our goal was to refrain from a scarcity model of messaging and instead use compelling
language and images that resonate with donors while also complying with the legalities of for-profit clinics getting money for charitable causes. The result was Keep Our Clinics, an inspiring name and logo that was supported by a suite of collateral and online materials that highlighted the role of providers and established a prominent brand presence.
Making a Statement & Taking a Stand
The campaign design incorporated ACN’s brand color, but took on a bolder and much more accessible approach. The goal was to create an inspiring identity that also served as a call to action and a personal expression of support.
Using bold, rounded san serif type allowed us to create an iconic look and feel that stands out and is memorable. The heart above the “i” serves as a personal statement of appreciation and care for those who are on the front lines of the reproductive health and justice movement. Stock images of providers were treated with the campaign colors to unify the look and feel of the initiative and support the messaging.
Campaign Statement
Our Providers Depend on Your Support
In the last six years, over 135 abortion clinics have been forced to close their doors – greatly diminishing access to essential health care in our country. Independent providers serve three out of every five people who have an abortion, yet they receive only a fraction of public support. During this time, cases like June Medical Services v. Russo put Louisiana’s three remaining clinics at serious risk of closing. If Louisiana goes, many other clinics across our country will too. We must take a stand, because what happens in Louisiana will change everything.
It’s time to protect independent clinics, because we provide care where others will not with a commitment to ensure that no one is left behind. Let’s unite and show our country that we need to keep our clinics.
Next Project:
UnRestrict Minnesota Awareness Campaign