Scathing 'Eff Urself' Parody Has the Answer to Lack of Abortion Care (NSFW)

A group of women ad professionals has created an eye-catching fundraising ad for the National Network of Abortion Funds (NNAF), following the overturning of Roe v. Wade.

Dubbed Women That Fight (WTF)—and yes, the abbreviation is intentional—the execs created “Eff Urself,” a 90-second video that’s heavy on humor and infomercial parody. Watch the video below before we talk plot.

The ad begins with a woman swearing off semen forever, following the Roe v. Wade decision. She kicks her man out of bed and grabs a dildo, branded “Eff Urself,” described as “a fool-proof way to guarantee you’ll never need an abortion … or your money back!”

Cut to actress Abby Awe floating in her pool and explaining how Eff Urself is used. We then see Awe behind a desk in business attire, gifting dildos to women and slaying it with sharp one-liners. Take a look at the set design. That orange, rotary phone was probably on trend … back when Roe v. Wade was passed.

Just as Awe remarks that “a lifetime of zero abortions can be yours,” a tiny voice says, “What about me?”

The camera pans out to a young, pregnant girl and after the pair awkwardly stare at each other in silence, copy comes on-screen: “Eff-Urself is a non-solution to the overturning of Roe v. Wade,” ends the ad. “Find real solutions from the National Network of Abortion Funds or donate at Eff-Urself.com.” Five donors will be chosen at random to receive an Eff-Urself dildo.

We spoke with director Sindha Agha and Che-Na Stephenson, creatives at WTF, about the campaign brief and using a comedic, yet tragic tone to reach viewers.

Muse: How did the women in advertising come together?

Che-Na Stephenson: WTF—Women That Fight—is a moniker we gave ourselves when a handful of women in advertising decided that we had to use our platform and resources to create something meaningful about this human rights issue that we all care deeply about. We wanted to channel our anger and pain into something impactful.

Talk to me about creating the end shot when things take a serious, somber turn.

Sindha Agha: I loved the comedic tone of the script, and the use of humor is what drew me to the project, but I also strongly felt we needed a sharp turn toward the end to make it exceedingly clear that this situation is dire and there is no solution that can replace legal, safe and accessible abortion for everyone. I feel like you have to earn those more somber moments by easing everyone in with laughter, but I personally love the contrast of humor and sadness—that’s what real life is often like: hilarious and heartbreaking all at once.

How did you come up with the storyline?

Che-Na Stephenson: We gave ourselves a brief: What will actually cut through? What might stop you as you’re scrolling? What’s the most absurd thing we can say so people are disarmed and pay attention? We set up the absurd premise that it’s come to this: Since we no longer have abortion access, we have to avoid pregnancy at all costs. And what better way to do that than abstain completely by effing yourself with a dildo? But obviously that’s not possible, as we reveal in the sobering ending. We chose satire because it doesn’t shut people down. It entertains and adds levity to a dark subject so that people are more open to stop and listen. An absurd story is going to be more memorable in times like this because everyone is kind of shouting.

What do you hope viewers take away?

Sindha Agha : I hope they donate! Beyond that, I hope cis, straight men feel a provoked into action when they watch this piece.

CREDITS

Non Profit-Organization National Network of Abortion Funds
Communications Director: Lindsay Rodriguez
Senior Manager of Major Gifts: Aziza Jones
Design and Branding Manager: Lindsay Beane-Eyth
Director of Donor Engagement: Kim Arena

Women That Fight (WTF)
Creative: Che-Na Stephenson
Creative: Hilary Smith
Creative: Ellie Aliabadi
Brand: Brittni Hutchins
Production: Hilary Coate
Production: Lexi Alaga
Production: Jamie Zimmermann
Legal: Tina Thorland
Legal: Delores Martin

Production Company- The Corner Shop
Director: Sindha Agha
Founder / EP: Anna Hashmi
Executive Producer / HOP: Jessica Miller
Line Producer: Madeline Powers
AD: Gail Shand
Director of Photography: Andrew Truong
Production Designer: Chelsea Oliver
Wardrobe Stylist: Amanda Owen
Casting Director: Jodi Sonnenberg

Representation- Resource LA
Resource LA: Dana Balkin
West Coast Representation: Allie O’Brien

Editorial- Work Editorial
Editor: Anne Perri
Assistant Editor: Patrick Saxer Animator: Patrick Saxer
Executive Producer: Alejandra Alarcon Head of Production: Chris Delarenal

Telecine- Company 3
Colorist: Sofie Borup
Color Producer: Alexandra Lubrano

VFX/Finishing- Jane
EP/Head of Sales: Jane Brockman
Head of Production: Ben Sposato
Executive Producer: Rich Rama
Animator and Creative Director: Daniel Piwowarczyk Lead Flame Artist and Creative Director: David Parker

Music, Mix, Sound Design- Barking Owl
Composer: Jacob Plasse
Sound Designer: Mikayla Petersen
Mix: Mikayla Petersen / Elizabeth McClanahan Creative Director / Co Founder: Kelly Bayett Senior Producer: KC Dossett

Box Kit Production- Street Factory Media
Executive Producer: Greta Omann Art Director: Ericka Wallis

T Shirt- Kinky Kontrol
Kevin Smith