Fake abortion clinics known as crisis pregnancy centers (CPCs) outnumber legitimate abortion providers in the U.S. by more than three to one. These centers disguise themselves as real medical facilities but have no intention of providing abortion care. Instead, they deceive, spread misinformation, and pressure people away from abortion. At Power to Decide, we disrupt this deception by reaching out to our audiences where they already consume content. We aimed to raise awareness about CPCs’ tactics, spark a meaningful conversation, and guide people to AbortionFinder.org, our trusted resource for finding real, verified providers.
To stand out amid the endless stream of entertainment users scroll past daily, our content had to land like a native moment on TikTok and Instagram—pop culture–driven, attention-grabbing, but rooted in an urgent, actionable health message.
Our strategy was to merge pop culture with public health by transforming a powerful television storyline into a viral advocacy tool. We knew that to compete for attention on TikTok and Instagram Reels, our content had to feel authentic, immediate, and shareable— more like something a peer would post than a polished ad from an organization.
We chose a dramatic moment from Station 19 Season 6, Episode 13 (“It’s All Gonna Break”), a Grey’s Anatomy spin-off known for weaving social issues into its plotlines. In the episode, Dr. Bailey and Dr. Carina DeLuca go undercover at a crisis pregnancy center, posing as a patient to expose that the staff are not licensed medical professionals. The storyline gave audiences a rare glimpse inside how CPCs operate, highlighting the misinformation and coercion abortion seekers face when looking for reproductive health care.
Inside the fake clinic, the deception quickly becomes clear. A staff member in a white coat asks to be called “Nancy,” not “doctor.” She dodges questions about gestational age, replying vaguely, “It’s hard to be exact.” And when abortion is mentioned, she spreads misinformation, falsely claiming it increases the risk of breast cancer—a myth thoroughly debunked by science. As the scene unfolded, we added text overlays that corrected each false claim in real time, ensuring viewers left with facts, not confusion. We know that repeating myths without immediate context can unintentionally reinforce them. By fact-checking within the moment, our edits turned the dramatization into both a cautionary tale and a trusted source of truth.
To really make this moment resonate, we leaned into platform culture. Instead of pulling a high-quality clip, we intentionally recorded the scene on a propped-up iPad, mimicking the lo-fi way people capture and share powerful TV moments. That creative choice mirrored the organic behavior of fans who whip out their phones while binging a show to make sure others see what shocked them. The result was content that felt authentic, familiar, and native to social media in 2025.
After the drama of the scene captured viewers’ attention, Cat McKay, Power to Decide’s Senior Manager of Social Media and Campaigns, appeared on-screen with a clear message explaining how CPCs differ from legitimate providers and directing people to AbortionFinder.org for real, vetted resources.
Execution focused on TikTok and Instagram Reels— the platforms most influential with our target audience. Timing was deliberate: we released the video during a period of heightened online conversation about reproductive rights, amplifying its visibility. Tone was critical: by leading with entertainment and delivering context through an approachable, conversational style, the video invited audiences to watch, react, and share.
Through this approach, we blurred the lines between culture and advocacy, repurposing a TV moment into a powerful piece of public health education that felt native, authentic, and urgent.
The video exceeded expectations, going viral with over 3.7M views across TikTok and Instagram. Since AbortionFinder’s TikTok had not yet launched, we strategically cross-posted between Bedsider’s TikTok (AbortionFinder’s sister site focused on birth control) and AbortionFinder’s Instagram to maximize reach across platforms and audiences.
Engagement metrics reflected strong resonance: thousands of likes, saves, and shares, plus hundreds of comments. Many expressed shock and confusion that CPCs exist, while others tagged friends to warn them. Influencers like Tefi Pessoa and advocacy organizations reshared the content, amplifying reach and credibility.
Qualitative impact was equally significant. Dozens of commenters shared personal experiences of being misled by CPCs, underscoring the real-world stakes:
The campaign’s success extended beyond social media when it was featured in Ms. Magazine’s “We Heart” section, which praised Bedsider’s TikTok for dissecting the “painfully realistic” portrayal of CPC behavior in Station 19 and connecting entertainment with advocacy.
By leveraging pop culture and social platforms, Power to Decide created more than a viral video. We delivered a cultural touchpoint that broke through mis/disinformation, amplified lived experiences, and directed millions toward safe, accurate, and trusted abortion resources.
