Pro-abortion group launches abortion pill ad campaign at gas stations in two states
A pro-abortion “health education” group has launched an ad campaign this month in an attempt to reach women in rural West Virginia and Kentucky.
Key Takeaways:
Mayday Health was formed in June 2022 in response to the overturning of Roe v. Wade. Its founders are well-connected in the journalism and financial sectors.
Mayday places billboards and ads in areas where abortion is restricted, under the guise of providing “preventative reproductive health information.”
Its latest ad campaign targets rural women in Kentucky and West Virginia with a series of ads placed at gas stations.
The Details:
An article in the Kentucky Lantern describes Mayday Health — a group launched in response to the reversal of Roe v. Wade in June 2022 and which focuses heavily on giving women information on how and where to get abortions — as a mere “health education nonprofit.”
But this alleged “health education” group’s own social media exposes what it’s really focused on:
Screenshot: Mayday Health Instagram (Accessed 8/20/25)
The group’s latest ad campaign is set to run from August 11 to September 7, and will have ad placement at 104 rural gas stations in Kentucky and West Virginia.
According to the Lantern, the ads read, “Pregnant? Don’t want to be? Learn more at Mayday Health.”
Why rural gas stations? According to Mayday’s Executive Director, Live Raisner, gas stations are the hubs of rural communities.
She told the Lantern:
Many rural counties in West Virginia and Kentucky have few or no OB-GYN providers.
Some have lost their only hospitals, their only clinics. So routine education and preventative reproductive health information is much harder to access through traditional medical channels.
And so that’s why we decided to advertise at gas stations.
We heard this sobering statistic that only 10% of Americans even knew what abortion pills were.
And with clinics closed, reproductive options became very limited for women across the United States.
We knew that a massive education campaign needed to be executed to inform people that they still have options.
But is this really an “education campaign” or is it a marketing strategy for abortion?
Mayday has been involved in other billboard campaigns, including these:
July 2022: Mayday Health erected billboards in Mississippi, where abortion is restricted. At that time, Raisner told the media, “Abortion pills have been approved by the FDA for decades. They’re safe. They’re effective through the end of the first trimester. And hardly anyone knows about them.” (Apparently, three years later, they’re still making similar claims.)
March 2023: Mayday placed mobile billboard trucks in 14 states restricting abortion, stating, “We wish that everybody could just get these medications as easily as you can get Tylenol or Viagra in this country. Where there’s a will, there’s a way.” (Read more on the Tylenol/Viagra comparison here.)
Our mission is to share information on how to access safe abortion pills and gender-affirming care in any state. We hope to empower people to make their own informed decision about their own bodies. Our information comes from top clinicians, lawyers and health experts.
A citation in the Alliance for Hippocratic Medicine v. FDA abortion-pill related court documents… states, “Mayday Health… focuses on those who live in states with abortion bans, giving users step-by-step instructions on how to set up temporary addresses in an abortion permissive state and forward the mail into the banned state.”
The website contains a “quick exit” button, as previously reported by Live Action News:
MayDayHealth, which recently erectedabortion billboards promoting “abortion options” in states that restrict abortion, has also implemented the cache erasing tab, redirecting the browsers of users to the WeatherChannel when clicked. MayDay is one of the few that published the quick exit tab when their website went live online June of 2022.
The “health education” offered by Mayday is featured on the home page:
Screenshot: Mayday Health home page (accessed 8/20/25)
On its website, Mayday directs users to just one place under its “state by state guide to abortion pills” and its “Abortion pill FAQs” dropdown indicators: online abortion pill distributor Plan C.
Why does this matter?
Plan C tells women that they can ‘safely’ take abortion pills after 13-14 weeks gestation. “Abortion pills are usually taken in the first 13-14 weeks of pregnancy. Many providers stick to a 12-week guideline, which is what the World Health Organization recommends. We know people safely take abortion pills later in pregnancy,” Plan C claims. The site says “how people take abortion pills after 12 weeks… is different from how they take them before 12 weeks,” and says, “Taking pills later in pregnancy can be more painful and might not work as well,” along with the fact that “the risk of complications goes up as the pregnancy continues.”
Plan C says the abortion pill is “very safe” while warning about the so-called pro-life “scams.” The site directs users to a fact sheet from the pro-abortion group ANSIRH about the abortion pill’s alleged safety, and warns users not to fall for what it refers to as “scams” — “abortion pill ‘reversal’” (Plan C claims an abortion can’t be “reversed”) and “pregnancy centers.”
Mayday founders Sam Koppelman and Nathaniel Horwitz also reportedly founded Hunterbrook Media and Hunterbrook Capital. A reporter who looked into the two founders said the men have “a pretty ridiculous network”; one of Hunterbook’s advisers, according to the New Yorker, is Paul Steiger, the founder of ProPublica, which has won a Pulitzer for its dishonest narratives alleging that state pro-life laws are to blame for women’s deaths.
The Bottom Line:
Women deserve real health care and real support for unexpected pregnancies. The abortion pill is portrayed as safe, yet research has shown that it may be much more dangerous than what is currently stated by the FDA. Ending the life of one’s child is not a “quick fix,” and many women have found themselves traumatized by it.
They, and their babies, deserve better than abortion.
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