June 12 – July 14 2014

The social media campaign (Women’s #SRHR Sexual and Reproductive Health and Rights #WorldCup) used popular hashtags from the Soccer World Cup games in combination to the pro-choice movement by sharing quick facts about sexual and reproductive rights from the countries playing those games. Latin America audiences that are also highly engaged in the soccer games during the World Cup. The campaign consisted of 15 infographics and support messages, both in English and Spanish.

Most popular infographics in Facebook

Some graphics showed “yellow cards” with quick facts about a specific #SRHR theme, such as the one above.  Also, during the campaign the United States Helms Amendment received a “red card” in the game against Ghana for restricting women’s access to legal abortion in other countries.

Examples of support messages on Twitter accounts:

• Tarjeta ROJA a #Honduras por penalizar las pastillas de anticoncepcion (#PAE) de emergencia. #CopaMundial #HondurasvsEcuador #SSyR  (Spanish)
• Red card to #Honduras for criminalizing Emergency Contraception Pills #SRHR #Worldcup #HondurasvsEcuador (English)

The campaign increased the organization’s visibility and number of followers. It also engaged new audiences and influenced the dialogue taking place about abortion and reproductive health and rights globally.