Urgency was the main goal of this project. There was urgency to respond to the legislation rapidly closing in on Women’s reproductive rights in Texas. And with the influx of visitors for SXSW, there was urgency to create something in time for this event. There was urgency to come up with something out of the box, something that would make a splash in a much bigger movement. Our team wanted this sense of urgency to come through in the activation. We chose an ice cream truck so the installation could be on the move. We were not stuck in one place in the city but rather the city at large.

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In three short days, we transformed a traditional ice cream truck into a newsworthy experience that not only caught headlines but effectively communicated the timeliness and severity of SB8 for SXSW visitors.