Cloak
Create a campaign to raise awareness that abortion is healthcare.
The Ask
The overturning of Roe v. Wade has made accessing abortion resources unsafe.
The Insight
A VPN with a built-in educational streaming service created for women in need.
The Idea
Role: Art Director, Copywriter, Designer, Editor
Credits: Nina D'Agostini (Co-Art Director)
No matter their location, users could create an account with the VPN to anonymously access expert information and resources on abortion, without judgment or risk of safety.
To reach HER — the woman who needs these resources the most — in a discreet and intimate way, First Response pregnancy tests included a postcard directing people to Cloak.
These special packages were sent to abortion experts and advocates with big online followings to literally unbox the message and help spread the word about the platform.
By infiltrating the most-used public forum sites through the user “Jane,” medical providers answered abortion questions while providing a link to Cloak.