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Branding the Next Pro-Choice Generation

January 23, 2013

It would have been more predictable if Naral Pro-Choice America chose to commemorate the 40th anniversary of Roe v. Wade—the historical Supreme Court decision that affirmed a woman's right to an abortion—the Washington way, with issue-driven rhetoric in message ads directed at lawmakers and lobbyists. It didnt. Instead, its campaign from Washington-based Gmmb is a branding campaign focused on the women who will make up the movement's next 40 years.

At the center of the campaign is a three-minute video called simply "40" (see the full video below). After a quick nod to the past with Walter Cronkite's very recognizable voice delivering the news of

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