National Council for Jewish Women
National Council of Jewish Women (NCJW) strengthens women, children and families by protecting rights and freedoms. The nonprofit, powered by advocates and volunteers, has 210,000 members and 50 chapters dedicated to exercising progressive values through a Jewish lens.
Deliverables
I conducted extensive research and wrote website copy for 73Forward, a proactive campaign to engage Jewish women and allies in the fight to increase reproductive freedom.
Challenge and Solution
NCJW has been on the front lines of reproductive freedom for more than 120 years. As the battle over bodily autonomy intensified, NCJW needed to ramp up efforts to be louder and prouder champions for abortion access.
To spur a nationwide movement, we created 73Forward. The campaign incorporated bold language and visuals to fuel advocacy, service and education on reproductive rights. Our team of marketing professionals also launched a full-scale brand implementation, microsite and web strategy, with Jewish values at the forefront.
Strategy
After nine stakeholder interviews, 80 hours of research across 100 reproductive freedom organizations, two workshops with NCJW staff, and follow-up consultations, we began laying the groundwork for a successful campaign. Our goal: position NCJW as the largest proactive, faith-based mobilization effort focused on increasing abortion access (particularly medication and at-home abortion).
The nonprofit had a unique entry point, as no religious player had emerged as the proactive champion of abortion and full reproductive freedom in the eyes of the general public.
Our team brainstormed the name 73Forward, a nod to the beginning of legal abortion (Roe v. Wade in 1973) and the ongoing fight to increase access. The new website educated visitors on advocacy efforts and encouraged them to participate in community service. To strike the right tone, my words portrayed NCJW as authoritative, accessible, impatient, determined and brazen. The website reached 10,000+ women in the Jewish community and beyond in 2021. We made sure every ally, no matter where they were, could participate in big and small ways.
Results
NCJW gained 100 new sponsors.
The campaign was adopted and customized by 80% of local NCJW chapters, representing roughly 160,000 women and allies.
A dedicated email list of 10,000 individuals receive reproductive freedom updates each week.
73Forward raised $200,000 for the National Abortion Foundation in 2022.
With 73Forward, NCJW was able to recruit thousands of attendees for the Jewish Rally for Abortion Justice in Washington, D.C. in May 2022.
