1 in 6 Canadians capable of getting pregnant will get an abortion in their lifetime. Yet, even though it is not illegal to get an abortion in Canada, the court of public opinion has led us to believe otherwise for far too long.

So, how can we destigmatize abortion and give it the rebrand it deserves?

We noticed that pharmacies are where Canadians go to get their basic healthcare needs met including purchasing contraception. So we decided to meet Canadians where they’re at and rebrand abortion, putting it right in the center of our healthcare system: on the shelf.