3M
People Reached
3.8%
Engagement Rate
€60.7K
earned media value
95%
positive sentiment
Challenge / Context
Access to contraception and reproductive healthcare remains deeply political across Europe. While restrictions and inequalities continue to affect millions of people, public awareness and visibility often remain limited. For Americans for Contraception, the challenge was to transform a complex policy issue into a movement people could see, share, and engage with. The FREEDA Tour brought a monumental inflatable IUD to major European cities, creating a highly visible symbol for bodily autonomy, reproductive freedom, and access to contraception.
Strategy
Rather than focusing solely on policy communication, the campaign centered around lived experiences and personal storytelling.
A pan-European creator network documented FREEDA’s journey through cities including Berlin, Brussels, Copenhagen, Paris, and London, translating conversations around contraception into relatable, human-centered narratives. The goal was to create visibility, spark dialogue, and connect reproductive rights advocacy with younger audiences across Europe.
Execution
- Developed and led the creator engagement strategy across multiple European markets
- Activated creators, advocacy organisations, political voices, and media partners
- Managed creator recruitment, briefing, and campaign coordination
- Produced social-first storytelling across Instagram, TikTok, and partner channels
- Connected on-site experiences with digital advocacy and public participation
- Ensured consistent campaign messaging while allowing creators to share personal perspectives and lived experiences
- Social Listening
Outcomes
Activated 22 creators, advocacy organisations, media partners, and political stakeholders across Europe, including reproductive rights organisations, feminist networks, creators, journalists, and elected representatives. The campaign also generated significant momentum beyond directly activated audiences, increasing organic conversation reach by 325% and engagement across the wider campaign ecosystem by 311%.
Learnings
Advocacy becomes more powerful when people can see themselves in the story. By combining a strong visual symbol with personal creator narratives, FREEDA transformed a policy debate into a public conversation. The campaign demonstrated how creator communities can mobilize awareness and engagement around reproductive rights at scale while maintaining authenticity and emotional relevance.