On 20 December, the Spanish Government announced that it would be making changes to the current law on abortion. These measures will make it one of the most restrictive in the world; even prohibiting the termination of a pregnancy in cases where the foetus is malformed.

Our goal was to raise awareness among the Spanish public of the reality it would face should the proposed changes to the abortion law that the Government is preparing be passed, to mobilise the general public against the proposed changes, and reach politicians through the media.

To illustrate that future reality we created a fictitious travel agency specialising in trips to have abortions outside Spain: Abortion Travel, "the agency that should never exist.” Through it, we sent our messages:

-Being obliged to travel outside Spain to have an abortion carries a high cost (both economic and emotional).

-Those who have the resources could continue having abortions despite the law.

-That this situation could be very big business.

We opened the physical agency in premises in Madrid, while we also created the online agency and sent a mail shot to the media: the suitcase that you should never have to pack.

To achieve the desired impact without a media campaign, we needed content that both stood out and was controversial but which was also attractive to the press, public opinion formers, and the general public; and which could be mobilised through public relations.

The campaign attracted the media’s and the public’s attention because it highlighted aspects which had not been previously analysed in the debate and the civil protests:

- What it would cost women obliged to travel outside Spain to have an abortion (both economic and emotionally).

-That those who had the resources could continue having abortions despite the law.

-That this situation could be very big business.

By placing the public in the aftermath of what our customer was seeking to prevent, there was a sense of outrage leading to a massive media and public response.

However, its most important aspect was that the campaign reached the Chamber of Deputies, reopening the debate on the proposed changes to the abortion law.

35,000+ signatures on our petition at change.org while the physical agency was open (collecting thousands more signatures online later on).

A hit on national and international media with a ROI of €1,044,103 and an audience of more than 38.5 million people. 3 million impressions on Twitter. In addition, the agency was visited by figures from the worlds of culture and politics. The campaign reached the Spanish Chamber of Deputies where parliamentarians and the Vice President of Congress were obliged to address it in statements. We managed to reopen the debate and made the ruling party rethink the law.