Access to abortion has become increasingly restricted across the U.S., as policy reversals have resulted in closed clinics, lack of health insurance coverage, as well as stigma, shame and criminalization of people seeking to end their pregnancies. As a result, an estimated 30 percent of people today self-manage abortion or end their pregnancy on their own. Self-managed abortions can be a safe and effective option, and using the medications mifepristone and misoprostol has become more common. However, laws around self-managed abortions are complicated and vary based on states and situations—and in some cases, politically motivated police and prosecutors may target people for self-managing an abortion or for helping someone else do so. In response, the nonprofit organization If/When/How: Lawyering for Reproductive Justice created the Repro Legal Helpline, a free, confidential online-to-offiline resource to provide legal support and assist people in learning their rights regarding self-managed abortion. Over the course of 10 months, we honed a unique creative approach and ambitious digital marketing strategy to drive traffic from people considering self-managed abortions to the Helpline website.