Reproductive Health Services of Planned Parenthood of the St. Louis Region (RHS) launched the Regional Logistics Center (RLC) out of its Fairview Heights, Illinois location in January of 2022. The RLC provides financial, lodging, and transportation support to ease the burden for those facing challenges to access abortion care. As a new offering, RHS needed to ensure that people living in states with abortion bans knew the RLC existed and was ready to help
Just 6 months after launching, the Supreme Court overturned Roe v. Wade, which made the RLC that much more vital not only locally, but also regionally as abortion became severely restricted or banned in many states that surrounded the center. RHS knew they needed to ramp up its RLC awareness efforts around the region.
As RHS’s long-time paid media partner, we initially launched a paid search campaign to support the launch of the RLC and capture users exploring logistical support and options for their abortions. But, after the Dobbs decision in 2022, we knew we needed to pivot. We needed to reach more people in more places – all with a similar overall budget, so we had to get creative about how to allocate funds.
We took a step back and retooled the paid campaign to allow for greater geographical coverage as abortion bans continued to spread. Our approach scaled based on the state’s proximity to the RLC. We launched Meta and paid search campaigns, leveraging the grant search budget available to RHS within Google Ads to expand our reach.
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