MSI Reproductive Choices - Signed Away

On 25th January 2025, one week after taking office Donald Trump signed the ‘Global Gag Rule’. An executive order that stops non-US based organisations from receiving US government funding if they provide, advocate for, or refer to abortion services.

With the stroke of his pen, Trump had signed away women’s rights, voices and lives.

Within 24 hours, MSI Reproductive Choices responded with a simple, yet powerful campaign. Featuring striking close-up shots of women with Donald Trump’s distinctive signature covering their mouths – giving the impression their mouths are ‘sewn shut’. The copy reads, ‘Don’t let Trump sign away women’s rights, voices and lives.’

The campaign launched across OOH, press, digital in the US and UK, and a Digivan in front of the US Embassy and Houses of Parliament in London.

Although designed primarily to raise awareness, the campaign has had a galvanising effect. Lead gen jumped by 372%, with thousands signing up for support in the first few days. Awareness also hugely increased, with a 436% increase in engagement across digital channels. The creative also provoked a powerful reaction online.