Revolutionary By Design: Building a Campaign with Plan C

The Backstory:

Plan C is leading the conversation around abortion pill access, and when it came time to launch a campaign in one of the most restrictive states in the country, they turned to Backstory. Our work began with a comprehensive discovery phase that laid the groundwork for a bold and nuanced content campaign. Designed to run throughout the Mississippi college football season, the campaign focused on two key campuses—Ole Miss and Jackson State University—meeting Gen Z audiences where they are, both geographically and culturally. With shared roots in revolutionary storytelling, our teams came together to build something that felt both fearless and familiar.

Image designed by Mia Coleman for Plan C

The Approach: 

Backstory led a full discovery and creative development process, digging deep to understand the nuances of reaching young, Black, brown, and queer audiences in the South. From creative brainstorms to message testing, we shaped a campaign that felt grounded in cultural fluency and radical care. We developed a full suite of digital content, including graphics tailored to each campus, optimized for Instagram, Facebook, and Twitter. The visuals, brought to life by designer Mia Coleman, blended photography and bold graphic design, nodding to the energy of game day fashion, regional pride, and the lived experience of students on both campuses. Messaging was co-developed with longtime Backstory copy partner Emma Banks, resulting in copy that was smart, clear, and rooted.

The Impact:  

Image designed by Mia Coleman for Plan C

The result was a culturally resonant campaign that honored the complexity of the moment while making information about abortion pill access accessible and relevant. The graphics reflected the vibrancy and personality of each school, featuring white cowboy boots, Battle of the Bands, "Juice," the Ole Miss mascot, and more. With each visual and message, the campaign furthered Plan C’s mission to normalize abortion pills and mainstream their presence in spaces often excluded from the conversation. This collaboration showcased Backstory’s strength in leading with curiosity, compassion, and creative clarity, guiding brands from strategic discovery to fully realized, revolutionary campaigns.