A pro–abortion rights group in Charlottetown, Prince Edward Island, is covering the town in posters featuring the image of Anne Shirley, from the classic book Anne of Green Gables.
Locals are sharing photos of the poster, which features a bandana-clad Anne, along with the hashtags #AccessNow, #SupportIslandWomen, and #HeyWade, the latter of which is directed at the premier of Prince Edward Island, Wade MacLauchlan.
Anne of Green Gables was written by Canadian author Lucy Maud Montgomery and takes place on Prince Edward Island.
Local businesses have also been sharing images of Anne to stand in solidarity with the campaigners.
A Twitter and Instagram account called @IamKarats — which appears to be a reference to the fictional character's nickname, Carrots — has been listed on some of the posters and regularly shares the images from around the province.
In a statement given to BuzzFeed, the group say the campaign is a reaction to the lack of services available to women on the island.
“The character Karats had seen how the lack of abortion services on the Island had affected women, particularly those with low incomes who can’t afford to travel to Nova Scotia or New Brunswick to have the procedure," the group said.
Rachael Krishna is a reporter for BuzzFeed News and is based in London.