The irreverent approach of the Colombian hotline Jacarandas has made it the most-followed abortion account on social media in the Spanish-speaking world

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. 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?’” says Carolina Benítez Mendoza, the deputy director.