Favor: Planning for the unplanned

Favor, a digital healthcare startup, launched the #WeAreJane movement which saw TikTok influencers and an information hub on Favor's website provide information to women across the US to address the increasing number of unsafe abortions being performed by untrained providers.

Executive Summary

This is the journey of how one brand made a life-altering difference to a small percentage of the American women whose reproductive rights were stripped of them by the nine justices of the Supreme Court.

It's a lesson in planning for the unplanned.

About how strategy must shift gears and switch direction when it's needed most.

In this instance, from carefully laying the long-term foundations for an ambitious digital healthcare provider.

To directing urgent action on the ground.

During a moment in time when nothing was certain.

When the future of abortion was yet to be written.


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