#NemPresaNemMorta: Digital Advocacy for Abortion Rights in Brazil

The campaign was launched at a historic moment: after years of stagnation, ADPF 442 was finally brought to a vote in Brazil’s Supreme Court. The case called for the decriminalisation of abortion up to the 12th week of pregnancy and marked a critical turning point in the national debate.

I led the digital work from start to finish—developing strategic planning for social media, writing content across platforms, scripting videos, coordinating with designers and other content producers, and creating a comprehensive media toolkit with tweet banks and press releases. I also coordinated expressions of international solidarity, bringing voices from across the region into the campaign.

Under the hashtag #NemPresaNemMorta ("Neither Imprisoned Nor Dead"), we challenged the criminalisation of abortion by highlighting its real-life impact: it punishes the very women most in need of support—poor, Black, and working-class women who already make up the majority of those seeking abortion care in Brazil. We drew on public health evidence and global medical consensus, and re-centred the debate on the lived experiences of Brazilian women—many of whom are mothers, religious, and making these decisions to protect their families and futures.

The campaign trended nationally on Twitter, reached hundreds of thousands of people, and received strong coverage in both mainstream and progressive outlets. It stood as a powerful moment of collective feminist mobilisation, both online and off.