50 years of men making decisions over women’s bodies triggers a revamped Pregnant Man ad

Half a century later since the Roe v. Wade case, a landmark decision in 1973 allowing women the right to choose abortion, Saatchi & Saatchi London has lent its iconic Pregnant Man advert to show support for women’s rights.  

In 2022 we saw Roe v Wade overruled, removing the right to an abortion and placing it in the power of individual states. The original 1973 ad read ‘Would you be more careful if it was you that got pregnant?’ and was created in 1970 for the Health Education Council. The new version sees Alito’s face on the work and asking, ‘Would you be more careful with your vote if it was you that got pregnant?’. 

In the revamped edition also displays the male judges who sat on the Supreme Court that overturned Roe v. Wade as pregnant.  

Franki Goodwin, CCO, Saatchi & Saatchi says, “50 years would usually be a milestone to celebrate, but instead, we commiserate with all the women in the United States whose bodies have, once again, been ruled to be outside their sphere of autonomy. The Supreme Court has only appointed four female judges in the past 50 years, and the 1973 ruling was made by an entirely male court – and as such, the question of how men would behave, think or even vote if they were the ones who got pregnant is a conversation that is unfortunately as relevant now as it was five decades ago. We will continue to lend historic Saatchi creative to highlight this until change ensues.”   

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