For three years, reproductive health care has been under attack by American lawmakers. This fact would probably horrify many women.

If only they knew about it.

Ironically, our research showed that the young women most affected were the least aware.

The National Women’s Law Center asked the team to devise an integrated digital campaign to mobilize this new generation, especially those not previously active on this issue. It was no easy task: the target audience is the most heavily marketed to, and the hardest to engage.

The tone had to be as provocative as the lawmakers themselves. And it was. Headlines like “Get your hands off my uterus” and a video about a proposed law funding contraception for horses.

Results were overwhelming. This Is Personal is now the second largest reproductive rights organization on social media and 500,000 women strong. Its members have taken 2 million actions to date.

Proposed clinic closures in Louisiana were halted, restrictive bans blocked in New Mexico, and health insurance coverage made available for rape survivors in the military.

The message is clear: politicians have no place restricting reproductive health care.

Because This Is Personal.

The message was clear: politicians have no business restricting women’s reproductive health care. This Is personal.

The campaign used humor, sarcasm, information – and shock. Headlines were bold and gutsy.

“You’ve come a long way. Maybe.”

“Oh look – more men ready to make decisions for you.”

And, regarding mandatory transvaginal ultrasounds, “You want to stick what, where?"

Video spots were equally outrageous. As Congress debated cutting funding for women’s contraception, there was a bill to fund contraception for wild horses. To highlight this absurdity, a video showed a man trying to insert a massive birth control pill into a horse’s hindquarters.

Facebook page content was arresting and accessible, designed to encourage sharing with friends. We spoke in a bold, provocative tone our audience could relate to, encouraging them to engage with the campaign and then rally their personal networks to join.

This Is Personal is now the second largest reproductive health organization on social media, surpassing organizations that have been established for decades.

Community members have taken 2 million actions to support reproductive health. The campaign’s Facebook page has been shared 240,000 times, and its content “liked” more than one million times. In fact, Facebook executives recently showcased the campaign as an example of best-in-class advocacy.

We created a community of activists, more than half a million strong and still growing. Their impact is being felt everywhere.

Proposed clinic closures in Louisiana were halted, restrictive bans blocked in New Mexico, and health insurance coverage made available for rape survivors in the military. And more.

Bottom line: we reached, captivated and mobilized an audience of young women that’s changing the course of history. And they’re just getting started.