Google Invisible
OVERVIEW
In 2022, Roe V Wade was overturned– a landmark decision with a crippling impact on millions of women in the United States. This project is the outcome of that decision. Our team of five DDB creative residents came together in a sprint to build a campaign around abortion rights.
The problem: Women’s abortion data can be used against them in court in the 26 states where abortion has been criminalized.
The idea: give women a tool to fight back. Google invisible is the search mode that protects women’s rights by making “abortion search data” disappear.
Team
Art direction: Joelle Mitchel, Madhusri Suresh
Graphic Design: Ella Choi, Joelle Mitchel, Madhusri Suresh, Xingwen Duan
Motion Design: Ella Choi, Xingwen Duan
Copy: Ella Choi, Madhusri Suresh
Strategy: Jessica Conway
Campaign Launch and Activation
To kick off our campaign, we’re going to intercept women at every turn using Near-Field Communication (NFC) stickers to spread information and create buzz around Google Invisible. When a phone enters the radius of our NFC stickers, it notifies the user to open a microsite where they can learn more.
OOH & Digital
Our OOH postings will highlight the diverse women behind the struggle for search freedom and encourage people to learn more with the Go Invisible call to action. We’ll work with women’s rights organizations to plaster the wild postings in highly restrictive abortion states.
In the digital realm, ads with thumb-stopping visuals and shareable content will emphasize the need for search freedom to ensure that Google Invisible gets noticed.
