Abortion Rights Coalition of Canada is normalizing abortion – with billboards!

The Abortion Rights Coalition of Canada, also known as ARCC, aims to normalize abortion by putting a simple message where drivers can see it – on a billboard at the side of a busy road. Located at the intersection of Wharncliffe and Southdale Road in London, ON, the new 10 X 24 foot billboard proclaims, “Abortion is healthcare.”

Margret Taylor is the social media coordinator for ARCC.

“There’s a coordinated anti-choice presence in terms of advertising,” said Taylor.

Anyone who’s had a graphic anti-choice pamphlet pressed into their hands on a busy urban street knows this is true. Another example of this organized anti-choice campaigning would be the anti-abortion billboards that were once a staple on BC’s Highway 97. This practice only ended when BC Billboards announced in 2025 that it would no longer display billboards about abortion at all – be they anti-choice or pro-choice.

While ARCC’s London, ON billboard debuted in June, it is not the organization’s first. A total of three ARCC billboards have popped up in New Brunswick. ARCC has also utilized mobile billboards in British Columbia.

In addition to normalizing abortion as a vital form of healthcare, these prominently placed signs stop the spread of disinformation. According to Taylor, “Newcomers don’t necessarily know if abortion is legal here.” And indeed, the legality of abortion can be confusing – and not just because of anti-choice ad campaigns. Canada’s unregulated Pregnancy Crisis Centres also mislead pregnant people who visit about their options.

ARCC proudly crowdfunded the money for their bold billboard campaign; however, after the funds were raised, another challenge arose: finding a company that would rent the space to them. A total of 45 advertising companies refused the ad, while 30 per cent didn’t respond at all.

“That really sent a strong message,” said Joyce Arthur, ARCC’s Executive Director.

Why was it so difficult to find someone to take ARCC’s money in exchange for billboard space? “In general, the negative responses indicated that many companies don’t want the hassle or public tension that might occur with abortion-related ads,“ explained ARCC president A.J. Lowik in a May 7th press release.

If you would like to see ARCC’s London, ON billboard, the sign will spread its pro-choice message until August 2, 2026.

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