Idaho Laws May Harm Moms

Idaho laws may harm moms is a campaign to raise awareness about the consequences of Idaho’s anti-abortion laws. Idaho laws are some of the nation’s most restrictive when it comes to reproductive healthcare: they’re driving doctors out of the state and have caused two hospital labor and delivery units to permanently close their doors.

As a woman-owned, women-led business, we know too well that this issue is literally life and death for so many Idahoans. We’re proud of the conversations this campaign has already sparked and won’t stop supporting partners like this until Idaho is a safer place for families.

Challenge

In 2022, Idaho law banned all abortions with NO exceptions for keeping moms healthy. The law states that women must be on the verge of death for doctors to intervene, leaving doctors unsure about how to treat women with health- or life-threatening pregnancy complications. Healthcare providers can’t keep doctors or recruit new ones, leaving Idaho with a healthcare provider shortage. That shortage affects all Idahoans, not just moms.

In short, Idahoans are facing a healthcare crisis; however, many remain unaware of how restrictive abortion laws affect them.

Solution

How do you talk about reforming an abortion law in one of the most anti-abortion states in the U.S.? You take “abortion” out of the equation and talk about moms instead.

The campaign targeted people in the most anti-abortion counties in Idaho and was designed to appeal to family values. We avoided polarizing language like pro-life, pro-choice, and even the word abortion. We told stories of real moms, dads, and doctors who have been affected by the law. We put warning labels on baby clothes. And we sent shocking statistics disguised as pregnancy announcements to unknowing recipients.

Results

In the first two months, the campaign reached 84% of the voting population in Idaho’s most anti-abortion counties. Through digital billboards, streaming TV, broadcast radio, and paid social, each person experienced the message an average of eight times.

The audience commented more than 1,000 times on social posts — ranging from a small number of anti-abortion trolls, to a much larger community speaking up to change the issue.

In five months, the campaign:

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