A new campaign aims to demonstrate the reality of life without choice and to reframe the meaning of ‘pro-life’ by targeting those who support restricting reproductive healthcare options.

‘Made by Choice’ is the work of 72andSunny, in partnership with Wisp, the largest sexual and reproductive tele health company in the US; the Abortion Freedom Fund, which helps finance tele health abortions nationwide; Plan C, an evidence-based information campaign for abortion pill access & Mayday, an education campaign on how to access abortion pills in states without clinics; and period product brand, August.

‘Made by Choice’ debuts on June 20th and runs for two weeks, with YouTube’s metrics recording the number of skips, ensuring that an accurate number of donations of free medical abortions can be made.