National Council of Jewish Women
Restoring Healthcare Justice in Missouri
Missouri’s Amendment 3 – the Right to Reproductive Freedom Initiative – was approved in the 2024 elections with 51.6% of the vote, restoring healthcare justice to millions of Missourian women.
The Challenge: In 2022, the Dobbs Decision to overturn Roe v. Wade set American women back fifty years, leaving the fate of reproductive healthcare to the states. The National Council of Jewish Women organized immediately to oppose the ban and restore healthcare justice in Missouri.
Our Solution: We ran a Facebook/Instagram ad campaign that targeted primarily Jewish voters using geofences to target predominantly Jewish neighborhoods and communities as well as synagogues throughout the greater St. Louis area. The ads themselves were delivered in three phases corresponding to the final three weeks of the election. Since the deadline to sign up for absentee ballots on October 23rd, the first phase of ads reminded viewers to request their absentee ballots. The next phase centered around the organization’s “Jews For Abortion Access” campaign and encouraged viewers to vote Yes on Amendment 3 to end Missouri’s extreme abortion ban. Anticipating some potential backlash on this sensitive issue, the decision was made to deliver this phase of ads to a female-only audience. This phase of ads had the highest level of engagement throughout the entire campaign. The final phase of ads was a strong GOTV effort in the last week of the election, targeting women and men alike.
The Result: Missouri’s Amendment 3 – the Right to Reproductive Freedom Initiative – was approved in the 2024 elections with 51.6% of the vote. With the passage of this ballot measure, millions of Missourian women regained their right to make decisions about their own reproductive healthcare.
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