The team reinventing abortion advice for TikTok age

What do a purple cartoon cat and abortion have in common? Nothing - and that is the point, say the women behind Jacarandas, a Colombian abortion helpline.

- Isabel Choat

Determined to set themselves apart from more traditional reproductive health organisations, Jacarandas commissions street and graphic artists to create eye-catching illustrations - most recently a cartoon feline called Gataranda, inspired by the team's much-loved office pet.

The aim is not to make light of abortion but to appeal to the teenagers and young women who use Jacarandas' services. "A lot of people do not connect with [an image of] the uterus on fire, so we thought: 'What can we do to connect more with young women?"" said Carolina Benítez Mendoza, the deputy director.

"We try to stay current and make things that are fun; we adapt our vibe for whatever's trending. We don't want to be that feminist organisation that's had the same logo since 1995. Make abortion cats mainstream!" Established soon after abortion was decriminalised in Colombia in 2022, Jacarandas provides advice on abortion and sexual and reproductive rights through a WhatsApp helpline. The all-female team, including a lawyer, psychologist, nurse and social worker, ensure users receive accurate information, as well as emotional support.

"The law changed but society will be the same for a long time," said Jacarandas director Viviana Bohórquez Monsalve, referring to the stigma that still surrounds abortion in Colombia.