The campaign is being spearheaded by a non-profit organization offering sexual and reproductive healthcare services, carrying the message: "398,000 abortions should not be illegal." 
Kampeni hiyo inaendeshwa na shirika lisilo na kiserikali linalotoa huduma za afya ya uzazi, ikiwa na ujumbe "kutolewa kwa mimba 3980,000 isiwe kosa la jinai."