Grupo Estratégico PAE (GEPAE) / Honduras / 2022Experiential
Morning After Island.
Activists built a floating platform in international waters where Honduran women could legally take the morning-after pill.
- Brand
- Grupo Estratégico PAE (GEPAE)
- Agency
- Ogilvy Honduras
- Market
- Honduras
- Region
- Global
- Year
- 2022
The challenge
Honduras banned the sale, distribution and use of emergency contraception in 2009, and local lobbying had failed.
The idea
A small wooden platform was anchored offshore beyond Honduran jurisdiction, with nautical law, safety and privacy carefully planned. Women could take the pill there without risk of prosecution, and the imagery was used to pressure the government and spark national debate.
Results
- More than 2 million signatures collected
- Media coverage in over 15 countries
- Secured a meeting with President Xiomara Castro on International Women's Day
Case study source: Activation Ideas Source ↗
