Zoe Fox
On the 40th anniversary of the Supreme Court's historic decision about a women's right to chose, the National Association for the Repeal of Abortion Laws is kicking off a social-focused campaign targeting millennials. NARAL released the short film 40 on Tuesday to launch its new Choice Out Loud campaign.
"40 is the beginning of a dialogue with a younger generation," Jeff Martin, 40's creative director told Mashable. "We're going to have millennials be the core of the voting population in the next 15 years, and the dialogue about women's reproductive rights is a different dialogue than it's been in the past."
40 is a stop-motion portrait of choice, incorporating the work of 40 photographers who shot (pro-bono) 40 pro-choice millennial women to make the film. While some of the subjects are models, others are teachers, activists and students. Martin said the photographers were given the freedom to shoot between 60 and 80 stills of their subjects of choice.
"We wanted to look at what choice looks like in America now," he said.
The campaign aims to encourage a more personal and less political discussion about choice, NARAL said.
"This is a very personal topic; people don't talk about this in terms of politics," said Tarek Rizk, NARAL's communications director. "We want to build a platform for a new conversation about choice, and find a place on the Internet for a conversation that's more personal and non-political. We're trying to meet people on their grounds, since there's new ways of thinking and new conversations happening."
Following the film's launch, Choice Out Loud will be screened on college campuses across the country with the hope of sparking personal conversations about reproductive rights.
Watch 40, above, and let us know in the comments what you think of the campaign.
Image courtesy of NARAL
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