“Todo estará bien” is a campaign for Ministerio de Salud that communicates the right to access abortion through the public healthcare system. It approaches the subject through reassurance, clear information and respect for individual choice.

The central message, “Decidas lo que decidas, todo estará bien. Porque tienes derecho a abortar. Y a hacerlo en la pública.”, sets a calm and direct tone. Rather than relying on confrontation, it affirms an existing right and the importance of being able to exercise it with information, care and support.

The narrative follows the uncertainty that can accompany an unplanned pregnancy, placing the person making the decision at its centre. It connects this individual experience with the public services and support networks that can help people navigate it.

The campaign also presents freedom of choice as a shared responsibility. Institutions, healthcare professionals, families and friends all have a role in creating the conditions for people to make decisions about their own bodies and lives. The approach combines a personal story with a broader message of collective care.

Watch here.