Uncommon and MSI Drive New Global Rallying Cry for Choice

We live in a world of seemingly infinite choice, however for half of the population one of the most fundamental choices isn’t guaranteed — the choice of what happens to their body. 40% of women live in countries where abortion is banned, restricted or inaccessible.

While 257 million women have no access to contraception. When there is no choice over what you do with your body, your agency over your future is denied — without choice and freedom, you fundamentally change what it means to be human.

MSI x Every Choice | New York OOH

This issue has never been more important to address. Today, reproductive rights around the world are facing a perfect storm. Funding challenges are hitting at the same time as the anti-choice opposition has been emboldened by the fall of Roe vs Wade, which swept away the constitutional right to abortion in the U.S. This dual threat is putting the health, rights and futures of women and girls around the world at risk.

MSI x Every Choice

In response, global sexual and reproductive health provider MSI Reproductive Choices has partnered with Uncommon Creative Studio to raise awareness about the power of reproductive choice and the charity’s important work. MSI’s new brand campaign ‘Every Choice’, created by Uncommon, amplifies the charity’s mission to make choice possible for women worldwide. The first work from the studio takes shape in a provocative series of outdoor and print.

MSI x Every Choice

MORE ABOUT MSI

MSI has been supporting women and girls to make the choices that are right for them for nearly five decades. Operating in 37 countries and six continents, with a team of over 9,000 people, MSI focuses on expanding access to contraception, safe abortion and life-saving care after unsafe procedures. Since they were founded they have supported over 200 million people with their reproductive choices — currently reaching 80,000 every day. But the current funding uncertainty means that some of their teams who support the hardest to reach women and girls are at risk of closure in 2024.

MSI x Every Choice | Print

MORE ABOUT THE WORK

Despite being one of the leading global charities dedicated to women’s health and having a proven track record of genuinely changing millions of lives a year, until now MSI has only communicated their incredible story and hope to the public in small campaigns.

This series highlights the thousands of daily choices we are presented with as we go about our lives: from what hair dye to purchase to the bagel we eat for breakfast, to draw attention to the barriers surrounding women’s reproductive rights today.

MSI x Every Choice | London OOH

Using real data, the executions show these everyday choices through a series of extensive lists. The lists are portrayed in print and go one step further in the outdoor settings — with locations chosen to resonate with the topic of the list. For example the list of ‘souvenirs you can get from one shop’ is situated near Westminster, a list of ‘lunch options in Borough Market’ is located in London Bridge and in New York the list covering ‘bagel filling options’ are across every corner of Manhattan.

As the various choices are listed, in some cases shown through motion, it becomes clear that the lack of choice on something so important, compared to the array of different suits on Savile Row — is unacceptable. The print and out of home executions will be live throughout December across London and New York.

Amanda Seller, MSI Reproductive Choices’ vice president of global partnerships and philanthropy said, “This is a completely new approach for us, but with unprecedented funding uncertainty and an escalation in anti-choice opposition following the overturning of Roe v Wade, it’s never been more important to rally others to join us and choose choice.

That’s why we are working with Uncommon to raise the volume on women’s fundamental right to choose. Millions of women and girls rely on the contraception and abortion care that our teams provide to stay in school, follow their dreams and fulfil their potential. We won’t let them down.”

Find out more about MSI here.