Euki: Being In Charge

Critical Mass is launching an awareness campaign for secure sexual health app Euki, with a media strategy specifically targeted to people who may no longer have access to abortion in their particular state in the US. People now face (very real) fears that tracking their sexual and reproductive health is no longer a safe thing to do. This campaign aims to let people know they do have safe options with Euki, a free sexual health app where people can access reliable information about all of their sexual and reproductive health needs -- including abortion -- without putting themselves at risk. Euki was built using research from Ibis Reproductive Health and released by Women Help Women. The creative brings in Euki’s bright colours and clear, direct copy to remind people that investing in their reproductive health should be a normal, informative, straightforward process. The social campaign’s media buy on social is specifically targeted to people who may no longer have access to abortion in their state due to the Supreme Court’s decision to overturn Roe v. Wade. With concerns that their data may soon be compromised, the campaign aims to make sure all people with the ability to become pregnant know that they have secure, safe options for tracking their reproductive health. The campaign will go to market through Critical Mass’s intelligent production studio ArtBot, which will allow Euki to take advantage of personally tailored, efficiently produced, precisely delivered content creation at scale - a necessity given the urgency of the messaging and the nuanced demographics it needs to reach.