When it comes to reproductive healthcare, the media often shares the stories and struggles of women—but not of their doctors. We set out to change this by highlighting the impact that the Dobbs ruling, which overturned Roe v. Wade and took away the constitutional right to an abortion, had on both patients AND providers.
The No More Hippocrites integrated campaign shows how the laws, restrictions, and bans in the post-Roe era are making doctors break their once-sacred Hippocratic Oath, forcing them to become hypocrites (or, “hippocrites”) against their will.
Case Study
Short Film
A 6-minute docudrama, directed by Julieta Casalia and Lucía Valdemoros, immerses viewers in a world where a doctor’s Hippocratic Oath clashes with the harsh realities of post-Roe America.
“Through its sharp imagery, focused pacing, powerful score and musical structure, this short film explores the conflicting paradox on medical ethics and healthcare laws, now more relevant than ever.”
— Venezia Shorts
“A very realistic portrayal that transcends the screen to make a big impact on the viewer. The cinematography is incredible and so is the color palette along with the lighting that complements it.”
— Cannes Indie Shorts Awards
“What’s truly remarkable about this film is its use of sound and silence. There’s no dialogue except for the doctor’s oath, which hauntingly overlays every scene, reminding us of both promises made and broken.”
— Short Films Matter Awards
Teasers / Trailer
Leading up to the two-year anniversary of the Dobbs ruling (June 24, 2022) and the film’s launch, we strategically released a series of teasers across social media to build hype:
Website
The website offers an immersive extension of the film’s narrative, revealing deeper layers of commonly searched topics in reproductive healthcare, such as privacy, cost, and legal issues for both patients and providers. It also serves as a resource hub, offering essential information while empowering audiences with tools for education, advocacy, and action.
12 chapters explore intriguing film trivia (easter egg alert) and frequently searched topics in reproductive health
Interactive Film & Art Installation
We unveiled a powerful fusion of art, film, and technology to spotlight reproductive health, hosting a live screening event alongside an experiential art installation. Enhanced with AR elements, the exhibit sparked conversation, deepened engagement, and fueled word-of-mouth momentum.
Radio
A 60-second spot was aired on leading radio platforms across the country.
HIPPOCRITES :60
Social
Our organic content sparked important conversations about bodily autonomy, healthcare access, and the essential right of doctors to provide care. To further enhance this impact, we launched the “Renew Your Oath” initiative, a powerful call to action for physicians, nurses, and medical professionals to publicly reaffirm their commitment to patient care. Captured on camera, these pledges acted as a bold expression of solidarity—supporting both current providers and the next generation of medical professionals in abortion-restricted states.
In The Wild
We placed out-of-home ads in major markets, focusing on swing states—those that could influence the election outcome.
Impact
The positive critical acclaim for of our short film, alongside a comprehensive 360° strategy for the No More Hippocrites campaign, ensured this rallying cry reached far and wide, highlighting how law enforcement has no place in the exam room.
We created positive momentum for improving abortion access in the U.S., with 7 out of 10 states voting to protect abortion rights during the 2024 elections, even in conservative regions.
While the future of reproductive rights remains uncertain, we are dedicated to continuing our efforts until every healthcare provider, everywhere, is once again free to do precisely that—provide healthcare.
