#ReadyOrNot

Viya Health (Under Population Service International)

In a society where discussions on safe abortions are often silenced, VIYA Health sought to break the taboo surrounding this critical aspect of women’s reproductive health. Recognising the urgency of addressing unsafe practices and limited access, VIYA’s mission is to empower individuals with accurate information and foster a deeper understanding.

summary

In a society where discussions on safe abortions are often silenced, VIYA Health sought to break the taboo surrounding this critical aspect of women’s reproductive health. Recognising the urgency of addressing unsafe practices and limited access, VIYA’s mission is to empower individuals with accurate information and foster a deeper understanding.

results

2.5M Reach
32M Impressions
8.2M Campaign Engagement
300K+ YouTube Views
96% Positive Sentiment

challenge

In a culture where safe abortion is a delicate and divisive topic, many avoid the conversation altogether. Addressing it publicly posed a significant challenge, especially in a society where women struggling with these decisions often face emotional, physical, financial, and mental health barriers alone.

insight

Through raw, honest conversations, we discovered a shared narrative of unpreparedness among those seeking abortions. The complexities were far-reaching, and the life-saving need for community and education became apparent. Any positive immediate shift could literally save lives.

idea

The “Ready or Not” campaign set out to break the silence. We developed a platform dedicated to honest conversations around safe abortions. We partnered with notable voices ready to come out of the shadows and speak a new narrative into our society, led by Kenyan gynaecologist and women’s rights advocate Dr Nyamu.

VIYA Health created a platform where, regardless of readiness, the discussion had to happen.