Saie Launches The Every Body Campaign To Fight For Reproductive Justice

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Abortion rights are human rights. That’s the idea behind The Every Body Campaign, launching today by Saie, the first-of-its-kind campaign that has united more than 35 brands across the beauty industry to raise awareness and funds for reproductive justice. As the largest beauty industry-backed initiative focusing on reproductive rights of all time, each participating brand repackaged a best-selling product in the campaign’s limited-edition “Every Body Green” cartons, which were inspired by the green bandanas and smoke at abortion rights demonstrations. One hundred percent of the proceeds will go to the campaign’s partner, SisterSong, a national activist organization working to protect the people most impacted by anti-abortion legislation.

“Reproductive justice is important to me, but it’s also important to everybody at Saie and every one of the brands that is part of The Every Body Campaign,” says Laney Crowell, Founder and CEO of Saie. “We are an industry started by, led by, run by and profiting from women. We all know that reproductive rights are human rights. This is a business no-brainer.” After hearing Monica Simpson, the Executive Director of SisterSong, speak Crowell immediately knew she wanted to work with her and her organization, so she found her on Instagram and reached out with an offer to help—and said she knew other beauty brand founders who wanted to help, too. Crowell and Simpson got on the phone and came up with the idea of The Every Body Campaign together.

“It’s important to be doing the most that we can and impact the most that we can, and SisterSong is on the ground,” Crowell says. “They are the largest grassroots organization fighting for reproductive justice for indigenous people and people of color. And we know that people of color are not only the ones that started the reproductive justice movement, but are also the ones that are the most impacted by these abortion bans.”

The day before The Every Body Campaign launches, Simpson is at a courthouse in Georgia because SisterSong, along with other organizations like the ACLU of Georgia and Feminist Women’s Health Center, is suing the state of Georgia because HB 481 violates Georgians’ right to privacy, liberty and equal protection. This is the type of grassroots work The SisterSong Women of Color Reproductive Justice Collective has done since it was formed in 1997. “In this country, we have been living in a post-Roe world for a very long time because a legal right does not give you access,” Simpson says. “What we’ve been fighting for is access. We’re still living in the midst of a pandemic, we’re still in this racial reckoning, so the issue that we have right now with abortion justice and wanting to make sure that people have access to be able to make decisions for their own bodies is now even more critical. Stripping away the very right that helps us determine how we want to live our lives is scary for people.”

Women of color are even more impacted by a lack of access to abortion. “We’re being forced to have babies, but we know that Black women are dying at a rate six times higher than white women in childbirth,” Simpson says. “You don’t have equal pay, you don’t have equal rights, they are shooting children in the street and that’s why this reproductive justice frame is so important to this moment. All of that is connected. We are listening to testimonies from doctors, medical professionals and academics today in court and we have all the statistics we need to tell us that when you remove, restrict and deny access, the communities that are harmed the most are those who have historically been pushed to the margins. That means Black and Brown folks, that means queer and trans folks, and they are taking away the most important human right to bodily autonomy in this country.”

In addition to raising funds, the aim of The Every Body Campaign is to also raise awareness. The campaign will be supported across social media with educational videos and posts about reproductive rights. As part of their social media campaign, a special box is going to 600 influencers across the US, who will share it on their channels. “They are so excited,” Crowell says. “They’re so passionate. They’re fearless. And to me that was so inspiring. Starting this campaign and being part of this work has helped me process everything that’s going on. I hope that everyone else feels the same way too.”

It’s no coincidence that the campaign is launching shortly before the midterm elections, with the hope of getting people to the polls to support candidates who will fight for reproductive rights. “We’re going to be doing all sorts of activations around this campaign,” Crowell says. “We have IG lives going between all of the brands, we have our own microsite dedicated to the campaign where you have all of the products that are available for purchase and we have information about SisterSong.”

Simpson hopes The Every Body Campaign will be able to help people gain a better understanding of what reproductive justice means and what it encompasses. She uses a dinner table analogy to explain reproductive justice: “If I could set a table, there would be a person sitting there who’s never had an abortion, a person who’s had multiple abortions, a person who doesn’t even believe in abortion, a person who was a mother. At this table of all these individuals, reproductive justice would mean that everybody at that table, no matter where they landed in their story, all of them are working towards a world where you are not going to push a narrative or create policies that will restrict anybody else from being able to bring their story to the table. At the end of the day, we should all live in a world where whatever story brings us there, it’s cool. That’s the world the reproductive justice is trying to create. That means that we advocate for abortion access. That also means that we’re advocating for maternal health. That means that we are making sure our streets and communities are safe for our children to play, to go to school, they can drink clean water and eat good food. That’s what we’re fighting for every single day, so I want people to understand reproductive justice is about the totality of our lives, the ability for us to be able to make our own decisions to create our own future.”

Getting brands on board with The Every Body Campaign was easy. “There was no convincing that had to be done—every brand was jumping at the chance to do good,” Crowell says. She reached out to friends and colleagues across the industry who were eager to help. A range of brands are participating, including e.l.f. cosmetics, Glow Recipe, Herbivore Botanicals, Megababe and Nécessaire, to name a few.

“Every brand picked their own product that they wanted to use, that they felt would resonate and be a quick purchase,” Crowell says. For Saie, they wanted a great price point, so they chose their award-winning Saie Dew Balm in Bronze Nectar. The limited-edition products will be available on until they sell out. It was important for The Every Body Campaign to donate 100% of the proceeds to SisterSong. “I know how much sampling brands do; I know how much product we give away to influencers,” Crowell says. “There was no reason why we couldn’t do 100% of the proceeds. Reproductive rights is something that is very, very serious. Also, it was important to me that nobody thought about us profiting from this campaign.”

Packaging with a punch was a priority. “We wanted a color that was brand agnostic, and I wanted it to be a color that would work for every single brand that was part of the campaign,” Crowell says. “But I also wanted a color that would really pop on social, that would get people to stop scrolling the minute they saw this color—it would be a light on their feed. We picked this green that had a lot of meaning behind it because it would also be really impactful.” Inspired by the green bandanas and green smoke that has been seen at abortion demonstrations around the world, it has a deeper significance, originating in Argentina. “It’s a symbol of hope, health and life,” Crowell adds.

The fundraising element will be invaluable for SisterSong. “Most of our organizations—in particular, those who are led by Black folks and folks of color, who are not these mainstream historically, white-led organizations—have been the face and the voice of this reform movement for so long,” Simpson says. “It has been very difficult for our organizations to get the support and the capacity to be able to do the work that we do every single day. It’s been our work at this grassroots level that has been making the change. We want to change that face. We want to change that narrative. And that is going to take serious funding. We’re excited that we get to bring in additional funding to help us do that work on the ground.”

With the overturning of Roe v. Wade, The Every Body Campaign is especially timely. “I think we all wish that we had been more involved over the last 10 years,” Crowell says. “Unfortunately, Roe v. Wade was a very sad wake up call for us. But we actually ran the numbers and collectively—between all of the brands, the brand founders, the influencers that we’re working with on the campaign—we’re going to have the potential to hit over 300 million people with The Every Body Campaign. We have a fantastic community. There’s power in numbers.”

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