I’ve noticed these full-page ads popping up in The New Yorker recently. First, it was coffee and now it’s bagels. I understand the concept—shock people with the insane level of choice New Yorkers are blessed with in contrast to the complete lack of choice women have when it comes to accessing contraception. It’s an original idea for sure, but it falls short in execution. And when your cause holds the lives of so many throughout the world in the balance, that’s a serious problem.

First, the messaging hierarchy is a disaster. There’s so much going on, and the fonts are so small that you’re eyes don’t know where to focus. If that doesn’t cause you to skip over the ad, the sheer amount of illegible copy will surely have you turning the page. Let’s say you are intrigued, though. What message are they trying to convey, and what is this ad actually asking me to “Donate” to?

Aside from being a clunky message, “Choose Choice” doesn’t make sense generally, let alone following the main point presented in this ad, which focuses on contraception. Yes, “Choice” technically encompasses access to contraception and sex education, but it’s universally associated with abortion rights. And beyond that, how does my personal preference to “Choose Choice” impact women the world over who lack access to contraception? It doesn’t.

I’m all for high-concept art as advertising. Heck, give me bagels making baby bagels after being impregnated by unprotected kosher dills if that’s your thing. But when your message lacks clarity and focus, it fails as both art and advertising.

On a positive note, MSI and their creative team don’t need to invent a new tagline. They already use a few on their current website that are way more impactful: “Choice Matters,” “Make Choice Possible,” “Empower Women. Empower The World.”, “With Contraception, Girls Can Achieve Their Dreams,” “Her Future, Her Terms,” and “Reproductive Choice is a Fundamental Human Right”.

Grab my attention with a big headline exclaiming how many bagel options are available to me in comparison to the fact that 237 million women lack basic and essential access to contraception. Tell me why this matters and couple it with the impact I can make as a donor. Make it easy for me to understand why I should donate right now, and you’ve got my money. That said, you should probably donate to MSI anyway. It’s a good cause.