In a digital era where young people seek information on the platforms they use daily, a groundbreaking Colombian organisation is revolutionising how abortion advice is delivered. Jacarandas, an all-women helpline based in Bogotá, has harnessed the power of TikTok, Instagram, and a purple cartoon cat to become the most-followed abortion rights account in the Spanish-speaking world.
From WhatsApp to Gataranda: A Modern Approach to Reproductive Rights
Founded shortly after Colombia's landmark 2022 decriminalisation of abortion, Jacarandas provides crucial advice on sexual and reproductive rights primarily through a WhatsApp helpline. The team, comprising a lawyer, psychologist, nurse, and social worker, responds to every inquiry, offering accurate legal information, clinic locations, and emotional support.
However, their true innovation lies in their communications strategy. Moving away from traditional, often grim imagery associated with reproductive health campaigns, Jacarandas commissions street and graphic artists to create vibrant, eye-catching content. Their most famous mascot is Gataranda, a purple cartoon cat inspired by the team's office pet.
"We try to stay current and make things that are fun; we adapt our vibe for whatever's trending," explains deputy director Carolina Benítez Mendoza. "We don't want to be that feminist organisation that's had the same logo since 1995. Make abortion cats mainstream!"
The aim is to connect with teenagers and young women who might not engage with more conventional advocacy. The organisation's very name—referencing a purple flowering plant native to South America—is deliberately chosen to have no direct link to abortion, helping to reduce stigma and broaden appeal.
Breaking Stigma and Providing Lifelines in a Changing Legal Landscape
Despite the 2022 constitutional court ruling that made abortion legal up to 24 weeks, significant social stigma persists in Colombia. Jacarandas' core message is that abortion is a normal health procedure that need not be traumatic. "The law changed but society will be the same for a long time," says director Viviana Bohórquez Monsalve, a lawyer who has campaigned for abortion rights for two decades.
The strategy is delivering tangible results. Jacarandas now boasts nearly 400,000 followers on TikTok and 312,000 on Instagram. Since its launch, it has received messages from over 26,300 people, providing advice to roughly 700 users each month in 2025. Data shows 93% of users who contact them have an abortion before 12 weeks, with most reaching out as soon as they miss a period.
Beyond information, the team offers robust legal support. In one landmark case, they supported a woman who suffered mistreatment at a clinic, resulting in a court ruling that she had endured physical and psychological obstetric violence—the first such ruling in Colombia linked to abortion. The court also found her insurance company violated her privacy by seeking authorisation from her father.
Navigating Censorship and Exporting a Model for Change
Their success has not been without challenges. Between September and December 2025, Meta restricted Jacarandas' WhatsApp line four times, forcing a temporary switch to Telegram. Nonprofit watchdog Repro Uncensored cites this as part of a global trend of increasing digital censorship, which Meta denies.
Nevertheless, Jacarandas' model is attracting attention across Latin America. The team now advises other organisations on branding, content creation, and leveraging social media trends. "It's not the 90s any more—people don't need statistics; a 14-year-old who needs an abortion doesn't care about a court ruling, she needs to know where to go," Benítez states.
As reproductive rights face ongoing threats globally, exemplified by rollbacks in the United States, Jacarandas represents a new, resilient form of activism. They combine vital, life-changing services with an irreverent, culturally savvy digital presence, proving that effective advocacy for fundamental rights must evolve to meet its audience where they are.
