Abortion rights awareness pre-Roe v. Wade reversal

FWD People is an NYC-based brand & digital agency, excelling at making brands personal and compelling with clarity, integrity, and the impact they need to thrive. Through surveys and workshops, FWD dove into the perspectives on the brand from key stakeholders across The Brigid Alliance. To collaboratively envision the brand they wanted, FWD worked with stakeholders from The Brigid Alliance to redesign and rebrand the organization’s story – defining what they liked, where there were differences in opinion, and how to bridge those.

During the rise of abortion restrictions in 2022, reproductive rights organization The Brigid Alliance, one of the only orgs that helps women travel across state to access abortion care, realized it needed a rebrand to be more accessible for those in need of abortion services.

Brigid and FWD People built a refreshed, digital-friendly website – offering booking, coordinating, travel expenses and child care, for women seeking abortion care in the U.S. FWD used internal surveys and workshops with Brigid execs and key stakeholders to get a sense of what needed to be addressed. Shortly after the rebrand, in June 2022, the U.S. Supreme Court overturned Roe v. Wade, the nearly 50-year-old landmark decision that affirmed a constitutional right to abortion. The changes were implemented just in time, as Brigid received a 75% increase in page visits and donations increased by 50%, providing immediate help for those who needed care.