In the wake of Roe v. Wade being overturned, support for those seeking safe abortions has become increasingly important. This was especially true leaving up to the midterm elections. Access to safe abortions and reproductive healthcare is a human right and largely affects more marginalized populations. Dame, a sexual wellness company, wanted to use their brand and platform to shine a light on this issue. This is only the beginning as more legislation and bans roll out.

Despite 80% of Americans believing in the legal right to an abortion, Roe v. Wade was overturned in the summer of 2022. The right to an abortion was now up to individual states and was one of the main issues on the ballot for the midterm elections. Regardless of the results, millions of people would be put at risk when seeking safe abortions. For sexual wellness brand Dame, a company who celebrates sexual freedom and choice, they were not going to take this lightly. So, they set out to take a stand, rally pro-choice voters, and support relevant causes in a way that only they could do: using their product to send a big f*ck you to anti-choice politicians.

Following the fall of Roe v. Wade, protecting a person’s right to a safe abortion is now paramount. This was especially true as Americans headed to the polls for the midterm elections. Reproductive rights was one of the main issues on the ballot. If anti-choice politicians were voted in, new laws, restrictions, and outright bans were imminent. And despite what these politicians believe, bans do not stop abortions. They lead to more unsafe abortions.

So it became critical that brands like Dame spoke out, using their resources and point of view to draw attention to this issue, rally voters, and support organizations that will keep people safe when pursuing safe, reproductive healthcare.

If anti-choice politicians were going to f*ck those seeking safe abortions, than the sexual wellness brand Dame decided to offer Americans a way to f*ck them back– all while registering voters and raising money for the National Network of Abortion Funds.

To do this, we did what Dame does best: develop a limited edition political elove toy - a dildo bearing the face of Mitch McConnell, the Republican who helped engineer the fall of Roe v. Wade by leveraging his role in the Senate to reshape the federal judiciary and the US Supreme Court.

We used this product to keep the issue top of mind for the midterms and encourage people to f*ck anti-choice politicians harder by voting them out. 100% of sales went to organizations fighting for women’s right to access life-saving healthcare.

For sexual wellness brand Dame, a company who celebrates sexual freedom and choice, they wanted to take a stand against pro-life voters and potential bans following the mid-term elections. With limited time and resources, Dame wanted to get as much attention and buzz as possible to rally pro-choice voters and support relevant causes in a way that only they could do: using their product to send a big f*ck you to anti-choice politicians.

Developing something that would inspire voters while also driving impacts for relevant causes was essential because research has proven that bans do not lead to less abortions, they lead to more unsafe abortions.

Dame typically makes vibrators, we worked together to create their very first dildo. We took a 3D-model of Mitch McConnells face, and then gave the base of dildo design elements related to the Supreme Court, making the dildo look like a column. Although McConnell is definitely the face of the issue, we wanted the dildo to represent both Mitch and the Government as a whole. To help with that, the base of the dildo also features an official-looking government seal. We used a blue color “Ice” that features on current Dame products to make the silicon dildo, partially because the coldness of the color matched the coldness of the political destruction this ideology created. Shocking as the imagery of a man’s face on a dildo is, we wanted to let the boldness of the idea and the visual speak for itself. For our limited-edition run, with all funds

We used this campaign to supercharge the conversation before the midterms, encouraging pro-choice Americans to f*ck these anti-choice politicians by voting them out. It picked up over 1 billion earned impressions and was touted as “the best pro-abortion campaign we’ve ever seen” and “a perfect protest” by popular media outlets. A total of 27 outlets covered our initiative, including Rolling Stone, Hypebae, Mashable, The Daily Beast, and more. Coverage resulted in ad value equivalent of $1.3 MM.

All of this buzz and attention results in increased traffic to Dame’s website by 60% with 140 dildos sold.

Following the fall of Roe v. Wade, protecting a person’s right to a safe abortion is now paramount. This was especially true as Americans headed to the polls for the midterm elections. Reproductive rights was one of the main issues on the ballot. If anti-choice politicians were voted in, new laws, restrictions, and outright bans were imminent. And despite what these politicians believe, bans do not stop abortions. They lead to more unsafe abortions.

So it became critical that brands like Dame spoke out, using their resources and point of view to draw attention to this issue, rally voters, and support organizations that will keep people safe when pursuing safe, reproductive healthcare.