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How it began In 2022, the overturning of Roe vs Wade in the United States sent shockwaves across the globe. It became clearer than ever that we can’t take our access to reproductive healthcare for granted. So Level Up responded by launching the Abortion is Healthcare campaign to decriminalise abortion in Britain. We already knew there were reproductive justice organisations and abortion service providers who have been doing brilliant work on this for decades. And we knew that we could support the movement by using our pop culture approach to campaigning. Level Up prioritises reframing the dominant narrative around the injustice that we’re working to dismantle. We do this to shift cultural attitudes on the issue that will set the stage for meaningful change. Culture change always precedes policy change. By reframing abortion as a healthcare issue, we started by shifting the narrative away from shame and stigma and towards abortion as an essential procedure that everyone needs safe access to. The journey so far 2022: After the Roe v Wade news broke on 24 June 2022, Level Up polled the public to find out what people knew about abortion access and law in Britain. We found that a third of women don’t know how to get an abortion. The polling was published in the Independent and the petition steadily gained traction. In August 2022, Protest Stencil hacked London bus stop ads in support of the Abortion is Healthcare campaign. 2023: Fast-forward to June 2023, when Carla Foster is prosecuted for ending a pregnancy after ordering abortion pills online because she did not want any more children. She was sentenced to prison based on Britain’s archaic abortion laws, and the Level Up community responded by sending over 250 messages of solidarity. Two months later, Carla was released after persistent public outcry. Dame Victoria Sharp, the judge at the Court of Appeal, described it as a “very sad case” that “calls for compassion, not punishment”. Level Up also responded by opening up space for people to share their anonymous abortion stories – as part of our strategy to move the conversation away from “debate” and towards compassion. 2024: On 23 February, Level Up launched media guidelines for reporting on abortion in Britain, building on our strategy of reframing the dominant narrative. We developed them in collaboration with reproductive justice organisations, abortion service providers, activists, and journalists – and they’re inspired by the powerful work of Abortion Dream Team in Poland. The guidelines are backed by Britain’s biggest abortion service providers: BPAS and MSI Reproductive Choices. Stylist magazine covered their launch. Now, we’re calling for members of the Level Up community to call out bad reporting when they see it. To hear more about the campaign and how you can support it, join our mailing list. You can also make a donation to support this ongoing work.

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