In April 2022, I assisted in the creative direction of a brand activation for the #FreeThePill campaign at Advocates for Youth. The activation was an interactive, mobile “drugstore shelf" in front of the White House that showed the public what a world could look like where an over-the-counter birth control pill is a reality.The #FreeThePill Popup Shelf looked like it had been taken right out of CVS or Walgreens, complete with Tide, Kleenex, condoms, Tylenol, Plan B, and yes, birth control pills (well, sort of).
The event launched a week of action across the country where nearly 300 young people put fake birth control boxes in their local drugstores to raise awareness about the #FreeThePill campaign. Watch the video I helped produce here!