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Platforms don’t like exposing audiences to content they disagree with, which was 72andSunny’s first hurdle when crafting a pro-abortion campaign.
Once they tacked their message onto the right screens, it was about getting people to stick around. And instead of hoping that viewers would ignore the universal temptation of YouTube’s Skip Ad button, they presented anti-abortion audiences with an inescapable dilemma.
“We wanted to do more than say, ‘Hey, friends who already agree with us. Here’s what we think,” said ECD Elaine Cox, who used “real stakes” to break through the internet’s echo chambers.
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