Smashing the stigma around abortion


Working with inspirational women to challenge taboos around reproductive rights.

The Project

Despite abortion having been legal in the UK for over 50 years, many people still treat women’s reproductive rights as a taboo issue. 

89up’s Studio team joined forces with MSI Reproductive Choices to create positive, affirmative stories about women taking control of their bodies for the #SmashAbortionStigma campaign.

We created a campaign that featured influential women, including best-selling author Marian Keyes, anti-FGM campaigner Nimco Ali, and Derry Girls and Great Pottery Throw Down star Siobhán McSweeney, to explain why talking openly about abortion as a positive option for women is so important.

In addition, our PR team secured coverage for the #SmashAbortionStigma campaign in outlets including Channel 4 News, HuffPost and the Independent. 

Access to safe abortion services varies hugely across the world. Our Studio team worked with MSI to produce a podcast series to be used as an internal communication tool to share insights and learnings across the whole of the organisation around the world.