500 Miles Campaign

providing abortion access

Purpose created 500 miles, a campaign sponsored by The Guttmacher Institute and a ride-sharing coalition led by Uber, to provide women seeking an abortion a paid ride to a clinic for their procedure. Purpose created the overarching product and engagement strategy, unified brand, and range of digital content. The 500 miles campaign played an active, sometimes life-changing role for thousands of women lacking adequate access to abortion clinics; engaged tens of thousands of supporters from across the US; and impacted the narrative and awareness around these draconian laws for millions around the globe.


Insight & Strategy

MOMENT

In May 2021, Texas Gov. Greg Abbott signed legislation to ban abortions after six weeks of gestation, a point where many women may not even be aware that they are pregnant. A year later, Oklahoma’s legislation passed a bill that would ban abortions from the stage of "fertilization". With these current laws, women must make a round-trip drive of up to 500 miles to get an abortion in the neighboring state of Louisiana (70%).

CHALLENGE

"For those without their own transportation, it is much more difficult to access care in a clinic. They must rely on friends or family or enlist the help of a practical support network," Elizabeth Nash, a principal policy associate at the Guttmacher Institute. "The people most heavily impacted by the ban and the related financial and logistical burdens are those who have the lowest incomes, people of color and young individuals, among others." 

We are creating this campaign to be the support network a woman needs to get the care she deserves.

Strategy

We designed a website and app where women can book an appointment at a clinic in Louisiana and receive a unique ride voucher for their direct trip to the clinic. Riders from across the country will be able to participate in the campaign through an engaging popup within the Uber app.

BRANDING

The color palette includes the iconic burnt orange color that is so commonly associated with Texas, while including more feminine touches of peach and maroon.

The logo combines the diagram of the women’s reproductive organs that mimics the shape of a Texas long-horn bull, creating double entendre messaging.

 
 
 

WEBSITE

We created a website featuring a page for women to submit their pickup requests, storyteller videos and abortion resources. 

 
 
 
 
 
 

SOCIAL MEDIA

We created social media graphics for promoting & personal sharing. #500miles was used over 5,000 times on December 18 and reached over 6.5m accounts.

 
 
 

Impact

We provided 1,500 free rides to abortion clinics for women who may not have had access to them otherwise. In addition:

  • Half-a-million miles were driven,

  • $1.2 million were donated,

  • 275 million impressions were made through web and social,

  • New Mexico's Governor, Michelle Grisham, announced the state would open up two new clinics along its border with Texas,

  • and Gov. Abbott's approval ratings dip to a new low of 36% in Texas.