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#StopTheSham

Digital strategy by Christina Crisostomo. New York/Toronto-based.

#Stopthesham: social media strategy, copywriting, content creation, video

How do you get the public talking about the biggest U.S. Supreme Court abortion case in decades?

In 2013, Texas legislators passed HB2, a sweeping measure that shut down half of the state’s abortion clinics by imposing medically unnecessary restrictions. Even worse, they did this claiming the law would protect women's health—which couldn't be further from the truth.

When the Center for Reproductive Rights' challenge finally made its way to the U.S. Supreme Court in 2016, our communications team had one mission: Rally the public around our call to #StopTheSham.

We got the conversation trending twice nationally, with mentions from high-profile politicians, organizations, and media outlets.

We created viral social media content, including shareable videos and graphics.

And we won.

Over the course of the campaign, #StopTheSham was mentioned over 190k times on Twitter by 93k users, resulting in 798 million estimated impressions and coverage of the hashtag's origin in PRWeek.