Today in News That Will Never, Ever Inspire an Argument: Birth control advocacy group Naral Pro-Choice America recently teamed with Washington, DC ad/consultancy firm Gmmb to produce a campaign celebrating the 40th anniversary of Roe v. Wade, the Supreme Court decision that established the right of American doctors to perform legal abortion procedures.

Politics aside, this is an unusual campaign that Naral and its new group, Choice Out Loud, see as a branding exercise as well as an advocacy project. National campaign director Amy says “This is not messaging; this is engagement”–and it’s designed to mobilize the next generation of women who support the Choice Out Loud cause.

The spot, which uses a unique stop-motion photography technique, gives Naral a chance to expand its brand to audiences that don’t follow politics as closely as some by featuring a diverse array of women and appealing to a Millennial demographic (supposedly) more interested in shareable multimedia than impassioned op-eds.

Here’s the full video:

What do we think?

Will this campaign inspire more women (and men) to become active in supporting the Choice Out Loud cause at a time when a record number of Americans do not believe that Roe v. Wade should be overturned?

Oh, and while we’re on the (completely non-controversial) subject: Here’s a New York Times op-ed explaining that, despite common misconceptions, the original decision was about allowing doctors to act in what they believed to be their own patients’ best interests without facing possible prosecution.