Championing a “Banned” Novel
When Dr. Seema Yasmin’s YA debut, Unbecoming, was set to release in the wake of Roe v. Wade’s overturn, we knew it could become a powerful touchstone in public dialogue about reproductive rights. But with early book bans threatening its reach, we needed to think beyond traditional book publicity. Instead of solely focusing on mainstream media, we developed a strategic, rogue PR campaign that directly engaged reproductive rights organizations, activist book clubs and social media influencers to elevate Unbecoming to more than just a novel — it became a conversation starter.
Leveraging Book Bans as a Marketing Hook
Before Unbecoming even hit shelves, it was already facing bans with certain retailers. Rather than allowing this to hinder promotion, we leaned into it. Crafting campaign angles around the idea that a medical doctor’s book was “banned before it even released,” we caught the attention of journalists, bloggers and activists. Media outlets like The Mary Sue and The San Francisco Chronicle ran features not just about the book itself, but about the broader issue of book bans affecting stories centered on reproductive rights and LGBTQ+ identities.
Connecting with Activist Organizations and Book Clubs
Rather than relying solely on book reviewers, we sought partnerships with reproductive rights groups, knowing they would be a crucial audience. This led to Unbecoming being championed by The Religious Coalition for Reproductive Choice, which organized a virtual event with Dr. Yasmin. And other organizations like the Morristown Unitarian Universalist Fellowship, Advocates for Youth, Planned Parenthood and various National Organization for Women (NOW) chapters shared their support in wanting to amplify the book’s message.
We also worked directly with activist-led book clubs, such as the Prairie Abortion Fund Book Club, ensuring Unbecoming found its way into the hands of passionate readers ready to discuss its themes in a meaningful way.
Harnessing Social Media and Influencer Advocacy
A key part of our strategy involved identifying BookTokers and Bookstagrammers who were receptive to the book’s message, then providing them with review copies and key messaging points to share with their audiences. The results were powerful — highly engaged posts (such as this post and this feature), passionate reader discussions and thousands of views amplifying Unbecoming’s impact.
We also leveraged highly targeted podcasts, such as Stories Are the Best Way to Break Through Stigmas, where Dr. Yasmin discussed the role of fiction in shaping cultural conversations around reproductive rights.
The Lasting Impact of a Targeted, Advocacy-Driven Approach
Our unconventional approach led to Unbecoming breaking out beyond the typical YA audience. Not only did we secure national media placements, but we also further positioned Dr. Yasmin as an industry authority in the conversation around reproductive rights.
Dr. Yasmin’s campaign proves that when publicity is aligned with activism, books can become catalysts for real-world change.
