Just before the ruling overturning of Roe v. Wade was announced, Stix, a medically backed reproductive and vaginal health brand, had already begun amplifying the need for access to reproductive health resources.
Following the ruling, Stix launched its first OOH campaign “Restart” in an effort to highlight the need for reproductive rights. The billboards illustrate the conflicting principles between current reproductive rights restrictions and other laws that continue to exist in these states. Examples of these laws can be seen on the various billboards. One calls out Missouri for legally allowing ownership of a baby tiger and yet not allowing full reproductive rights for the state’s human citizens.
The billboards, displaying messages of support, are strategically located within five miles of crisis pregnancy centers in restrictive states such as Ohio, Arkansas, Utah, Missouri and Kentucky. Also known as “pregnancy resource centers,” “pregnancy care clinics” and “fake women’s health centers,” crisis pregnancy centers are designed to appear like legitimate medical clinics, but do not truly promote all of the choices people with uteruses should be free to make for their own bodies.
Named after the brand’s emergency OTC contraceptive of the same name, the campaign will also highlight Stix’s Restart Donation Bank, which addresses inequities in reproductive care by providing free Restart emergency contraceptive with no questions asked. The program has already garnered $100 thousand in donations and has begun shipping its emergency contraceptive to help improve access to the medication.
“My co-founder Jamie and I started Stix to create a convenient, discreet and judgment-free way to purchase reproductive health products,” Cynthia Plotch, co-founder of Stix said in a statement. “In terms of Restart, we were strongly compelled to jump into action when the news of the Roe v. Wade overturn possibility was released. We decided to conduct our first out-of-home campaign to help limit any potential bans on digital ads for Restart.”
Accessibility and support
Although Stix does not provide abortion care, it has strengthened accessibility to contraceptives and reproductive health with its Restart Donation Bank and educational information around reproductive health and justice. For the brand, part of supporting reproductive rights includes outreach to communities that are impacted the hardest by the overturn.
“Our mission at Stix is to empower confident health decisions, and in such critical moments like this, we’re firm believers that actions speak louder than words,” Plotch said in a statement.
You can find more information on Restart Donation Bank on the brand’s dedicated website.
