MSI Reproductive Choices
From Signed Away to Choose Choice
Overview
From rapid response to long-term movement
When reproductive choice comes under threat, staying quiet isn’t an option. JAA has worked with MSI Reproductive Choices to turn moments of global urgency into opportunities for awareness, action and fundraising. From the rapid-response Signed Away campaign in 2025 to the longer-term Choose Choice platform in 2026, the work has evolved from reacting to the news agenda to building sustainable supporter growth.
The Real Problem
How do you turn crisis into lasting support?
The reinstatement of the Global Gag Rule threatened reproductive healthcare across 37 countries. MSI needed to respond quickly and mobilise supporters – while building a foundation capable of generating donations long after the headlines moved on.
The Trait
Turn urgency into action
MSI had a powerful truth on its side: reproductive choice affects real lives. Rather than soften the message, we used it to provoke attention, start conversations and give people a clear way to act.
The Strategy
React fast. Then build for the long term.
Signed Away seized a critical moment to put MSI into the national conversation. Choose Choice then built on that momentum with a longer-term platform designed to grow awareness, attract new donors and keep supporters engaged.
The Tactics
From Westminster to wider culture
Signed Away combined press, OOH, DigiVans and Paid Social. Choose Choice expanded into print, podcasts, OOH and events, including The Guilty Feminist – taking the conversation around reproductive choice into new cultural spaces.
The Results
From rapid response to sustainable growth
The two campaigns turned immediate attention into longer-term fundraising momentum – moving audiences from awareness and engagement towards ongoing support.
13,378
+372%
+436%
+185%
2x
+13%
-
The return of the Global Gag Rule means US international aid will be abruptly affected, and reproductive health programmes will be reduced or shut down. With MSI set to lose $14 million in healthcare funding, our teams are deeply worried for their communities.
Without reproductive healthcare, more women will be forced down a path they didn’t choose. More unplanned pregnancies. More life-threatening unsafe abortions. Trump has signed away the rights, voices and lives of women. But at MSI, we will not be silenced and we will not back down. We will always defend the right to choose.
