Chile is one of the few countries in the world where abortion is still criminalized in all its forms, due to the policies inherited from Chile’s military regime era.

The current law does not distinguish between the types of abortion, as they’re all considered a crime. There are however extreme cases that must be revised by the law and amended, that is: health concerns and the risk of the mother’s life, non-viable fetus cases and pregnancies due to rapes.

Challenge: We aim to bring this issue to attention and seek to persuade the congress so that it approves the Therapeutic Abortion Bill.

To generate public debate so that we can get signatures for a petition of approval of the new Therapeutic Abortion Bill currently being discussed in congress.

Strategy: Chile’s current Abortion law defines any type of abortion as a crime, but what happens if this is an accident? Our current strategy focuses on this particularity, so we created fictional tutorials that show how to have an accident that could allow women to have an abortion done legally, generating controversy in media.

Execution: The campaign was launched through Social Networks with 3 low-cost tutorial videos, which showed three Chilean women doing “fictional tutorials” on how to fake an accident so that they can have an abortion done legally.

PR: The campaign generated public debate, calling the attention of several mass media platforms, politicians, the church, doctors and the rest of the world.

The campaign was launched through Social Networks with 3 low-cost tutorial videos, which showed three Chilean women doing “fictional tutorials” on how to fake an accident so that they can have an abortion done legally.

The Abortion Tutorials campaign was launched on April 7th 2015, the same day the government bill was being discussed in the Chilean congress, generating controversy and rapidly becoming a Trending Topic under #LeyAbortoTerapeutico.

The campaign has encouraged conversation both in Chile and the rest of the world with over 8.7 millions of estimated impressions to date.

The Abortion Tutorials have now over 1.2 million visits in under two weeks of campaigning and have been publicised by several International platforms in France, the United States, Spain, Italy, Pakistan, Brazil and Mexico, thus transcending our borders.

The campaign re-opened the pro-abortion debate in Chile. Politicians, the church and the government were forced to face the topic and the conversation was taken to the Radio, TV, News, Magazines and Blogs in Chile and the rest of the world, reaching thus an estimate of USD$1 million in in Earned Media.