Roe Anniversary: War on Women Campaign

 Yoko Ono holding up a peace sign in front of the "War on Women is Over! If You Want It" poster

Yoko Ono holding up a peace sign in front of the "War on Women is Over! If You Want It" poster

 "War on Women is Over! If You Want It" poster in Nepalese

"War on Women is Over! If You Want It" poster in Nepalese

 "War on Women is Over! If You Want It" poste in Spanish

"War on Women is Over! If You Want It" poste in Spanish

 
 

Overview

On the 42nd anniversary of Roe v. Wade, the historic decision by the U.S. Supreme Court that recognized a woman’s constitutional right to abortion, the Center for Reproductive Rights launched a new campaign, “War on Women Is Over! If You Want It,” to educate and activate individuals on the profound threats to women’s freedom.

The campaign was inspired by the power and vision of Yoko Ono and John Lennon’s original 1970s “War Is Over” campaign, with permission from Yoko Ono, and in reaction to the 231 restrictions on abortion enacted between 2011 and 2015.

 
 
 

Audience and Influencers 

Celebrities and online influencers were armed with Action Packs, detailing how they can help to protect safe and legal abortion on Roe Anniversary. 

“War on Women Is Over! If You Want It” raised the organization’s visibility to a new audience with the help of Yoko Ono, Michael Douglas, Jemima Kirke, John Lithgow, and Taylor Schilling, just to name a few. 

 
 Actor Michael Douglas holding the "War on Women is Over! If You Want It" poster
 Actress Taylor Schilling wearing the "War on Women is Over! If You Want It" T-shirt
 Actress Glenn Close holding the "War on Women is Over! If You Want It" poster
 Rae Tutera, LGBTQ clothier and activist, wearing the T-shirt in front of Yoko Ono's "War is Over!" projection at MoMA PS1
 
 

Public Engagement 

After the campaign is over, reproductive rights activists and celebrities continue to use campaign materials as a way to protest at marches, social gatherings, and town halls. 

 
 Actress Uzo Aduba wearing the "War on Women is Over! If You Want It" T-shirt at the Women's March in 2017 with Sarah Sophie Flicker and Janet Mock
 Jemima Kirke's then husband reads the "War on Women is Over! If You Want It" booklet to their daughter
 Actress and activist Martha Plimpton holding up her fist with the "War on Women is Over! If You Want It" tattoo on her wrist 
 
 

Campaign Branding 

Staying true to Yoko Ono and John Lennon's original campaign, the branding for this project uses a similar typography and the black-and-white color. 

Read more about the campaign on The New Yorker,  BuzzFeed, and Open Society Foundations.

 
 Digital design for desktop, mobile, and wireframes. 
 Three women from different racial backgrounds looking forward with "War on Women is Over! If You Want It" temporary tattoos on their cheeks. 
 Tote bag, button, t-shirt, and temporary tattoo with the phrase "War on Women is Over! If You Want It"