Challenge:

The case for her wants to create a social movement and open conversations about abortion as healthcare, the campaign must have a halo effect and last through time.

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Insight:

We discovered that 60% of abortion patients are mothers. However young women very rarely would think of their mums as someone to ask about this topic.

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Idea:

We introduce Just ask an educational movement that will encourage girls to open conversations with their mums about abortion.

Ensuring younger generations have access to closer and more reliable sources of knowledge. Who better to ask than your own mum?

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