All-women team reinvents abortion advice for the TikTok age

Jacarandas, a Colombian all-women hotline set up after abortion was decriminalised in 2022, uses colourful branding and social media to provide legal information, emotional support and clinic referrals; it is now a leading Spanish-language account on TikTok and Instagram.

Jacarandas is a Colombian all-women hotline that uses playful visuals and social media to provide abortion and reproductive rights information. It was founded soon after abortion was decriminalised in Colombia in 2022 to help people find legal, safe care and to offer emotional support. The team includes a lawyer, psychologist, nurse and social worker who respond to inquiries through WhatsApp and other platforms. The group also attends public events and sells merchandise to help cover travel and accommodation costs for people seeking care. Key facts: - Jacarandas is the most-followed Spanish-language abortion account on social media, with about 400,000 followers on TikTok and 312,000 on Instagram. - Since launch the service has received more than 26,300 messages and in 2025 provided advice to about 700 users per month. - Most users contact Jacarandas early in pregnancy; the organisation reports that 93% of users have an abortion before 12 weeks, and Colombian law allows abortion up to 24 weeks. - Between September and December 2025, Meta restricted Jacarandas' WhatsApp line four times, and the group temporarily moved its hotline to Telegram. - Jacarandas offers legal support; a court found that a woman had suffered physical and psychological obstetric violence in a clinic and that her insurer violated her privacy. Summary: Jacarandas' contemporary branding and platform-focused outreach has broadened access to information and reached many young people who might not connect with traditional health messaging. The organisation reports high engagement and some interruptions from platform restrictions. Undetermined at this time.