In December 2013, the Spanish government announced the reform of the abortion law, turning it into one of the most restrictive in the world. The European Women's Lobby sought to gather signatures, mobilise the people, and reopen the debate to avoid its approval. To do so, DDB Barcelona showed the public the consequences of the reform by opening AbortionTravel, a travel agency that specialised in trips abroad for women seeking abortions. Branded 'the agency that should never exist', the news reached an estimated audience of 38.5 million and, more importantly, reached Congress. Just months later, the Minister who sponsored the bill had to resign. The law was never approved.
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