Right to Choose: Speaking Frankly About Abortion in All Forums
Right to Choose is a powerful documentary that offers unprecedented insight into the reality of abortion in Canada, as well as testimonials from women who have undergone a pregnancy termination. It is estimated that one in three women will have an abortion at some point in her life. Yet the subject remains taboo, and many women who have abortions do not talk about it, even with their loved ones.
Recent events have also shown us that nothing can ever be taken for granted and that serious restrictions on abortion persist, even in Quebec.
What if addressing the topic of abortion in Canada head-on allowed us to better protect this right?
It is this perspective—chosen by the film’s directors—that guided the impact campaign we launched for the documentary’s release.
A “Day-and-Date” Release
In collaboration with ICI Télé, the TV broadcast date was scheduled to allow the film to benefit from an exclusive festival window. This was a unique opportunity for us to promote the film by combining its festival, theatrical, and television releases.
The documentary aired on ICI RDI on the very day of its world premiere at Rendez-vous Québec Cinéma. It then aired on ICI Télé on March 8, in coincidence with International Women’s Day.
Turning Emotion into Action
The film takes us behind the scenes of clinics and features testimonials from women who share their stories openly. As with many documentaries, viewers leave the screening filled with emotion, and this is a key moment in impact distribution that we’ve capitalized on.
We invite viewers to turn that emotion into action by taking a concrete step as soon as they leave the theater: showing their support by carrying the Right to Choose bag.
Proceeds from the sale of the bags were donated to the emergency fund of the Fédération du Québec pour le planning des naissances to support people who do not have access to free pregnancy terminations. The initiative was so successful that we had to order a new batch—twice!
The bag was also sent to select public figures, inviting them to the premiere and asking them to post a photo of themselves with their bag on social media.
“This is the first time a camera has shown us what’s really happening […] I don’t remember ever seeing abortions in a documentary.”
– Anne-Marie Dussault, ICI RDI
“It’s very educational, it’s deeply moving, and it’s truly beautiful.”
– Ricardo Larivée, Deux hommes en or et Rosalie
As proof that the topic of abortion was hitting the news at a pivotal moment, directors Julie Boisvert and Élise Ekker-Lambert participated in about twenty radio and TV interviews in connection with the film’s release, which generated more than fifty articles, columns, and media mentions.
In preparation for the interviews, a comprehensive press kit—introduced by a note from the directors outlining their approach—was shared with journalists.
In theaters… and on TV?
We took a chance on screening the film in theaters as part of special showings, even though it was available for free online. The film ran at the Cinémathèque québécoise for three weeks and was also shown in several cities across Quebec to packed houses.
With the filmmakers and the expert protagonists of the film in attendance, the discussions following the screenings helped spark a conversation about access issues and anti-abortion groups.
Breaking Taboos, One Story at a Time
We wanted the stories of the women featured in the documentary to resonate beyond the documentary itself, which is why we created short clips drawn from the footage, specifically designed for social media.
Authentic stories that have been viewed more than a million times and have generated thousands of comments, including hundreds of spontaneous testimonials on TikTok and Instagram.
Legislating on Abortion: A Misguided Idea
In 2025, Justice Minister Simon Jolin-Barrette introduced a constitutional bill containing a section dedicated to the protection of abortion. Hundreds of organizations and thousands of women quickly voiced their opposition and called for the section to be withdrawn.
During parliamentary committee hearings, organizations and experts weighed in on the provision, including the directors of Right to Choose, Julie Boisvert and Élise Ekker-Lambert, as well as the film’s expert protagonists, Véronique Pronovost and Dr. Geneviève Bois.
“What makes the right to abortion robust and accessible in Quebec is that it is a medical issue, not a political one. We support the positions put forward by the Barreau du Québec, the Collège Médecins du Québec, the Fédération du Québec pour le planning des naissances and the Fédération des femmes du Québec. Let’s strengthen access to abortion rather than passing new laws.”
– Julie Boisvert et Élise Ekker-Lambert
In the weeks that followed, the minister backtracked, and the provision was officially removed from the bill.
Raising Awareness In Schools
How can we extend the film’s lifespan once the momentum from its theatrical and television releases has faded? The film’s “long tail” involves continuing to increase the number of screenings, both in schools and in community settings.
The impact campaign was carried out in partnership with more than fifteen organizations that advocate for women’s rights in Quebec. It was through these networks that the campaign caught the attention of the Secrétariat à la condition féminine, which offered financial support to the Picbois team to screen the film in schools across Quebec, including high schools, CEGEPs, and universities.
Launched one year after the film’s release, the initiative aims to inform and raise awareness among young people about reproductive choice and to combat misinformation.
