Branding the Next Pro-Choice Generation

Campaign marks 40th anniversary of Roe v. Wade

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It would have been more predictable if Naral Pro-Choice America chose to commemorate the 40th anniversary of Roe v. Wade—the historical Supreme Court decision that affirmed a woman's right to an abortion—the Washington way, with issue-driven rhetoric in message ads directed at lawmakers and lobbyists. It didn't. Instead, its campaign from Washington-based Gmmb is a branding effort focused on the women who will make up the movement's next 40 years.

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