Farewell Reflections from our Co-Founder: Building Vitala & Aya Contigo with Feminist Care at the Core

Over the last five years, Vitala Global has grown from a bold idea into a life-changing force in digital reproductive health care. As one of our co-founders transitions into a new chapter, she shares reflections on the journey of building Vitala and Aya Contigo — two feminist initiatives designed to bring compassionate, person-centered reproductive support to women, girls, and gender-diverse people across Latin America and the U.S. Her story is one of resilience, clinical expertise, and an unshakeable belief in community care as the path to reproductive justice. Read on to learn how it all began, what she’s most proud of, and her hopes for the future of Vitala.

When you co-founded Vitala with Roopan, what were your personal motivations at the time? How do you feel that vision has transformed and evolved over these 5 years?

Gen: I’ve always wanted to work in global health and address gaps in reproductive health for marginalized communities, and the opportunity to start Vitala came at the right time in my life.  Vitala offered me the opportunity to concentrate putting my Ob/Gyn clinical skills, my field work experience with MSF in Lebanon, my global health missions, and my public health training all into one place where each skill and experience interacts to produce a more meaningful and greater whole.  My new multi-tasking skills from being a mother came in really handy to build Vitala from the ground up when many burners can be on fervently all at once.  It was a dream come true to see the culmination of my non-traditional career path merge into Vitala, and to go through this journey with a friend, Roopan, who has the same vision and career aspirations.  I’m very grateful that I was able to see Vitala through the COVID pandemic, the fall of Roe, and global upheavals while moving my family to 3 different countries over the 5 years. 

My vision is still very much the same, community care and empowerment for marginalized women, girls, and gender-diverse people to achieve their reproductive and life goals.  It is clearer than ever that this collective person-centered care that we know from feminist movements all over the global south is the solution to this ever hostile and shifting political landscape which is trying to take reproductive rights and bodily autonomy from women.

Looking back on the journey of Aya Contigo, what aspects are you most proud of? What impact do you feel it has had on the people it aims to support?

Gen: There are so many things I’m proud of as I look back on Aya’s journey, but first and foremost I’m proudest of our incredible team, many of whom have been with us since the early years of Vitala.  Our incredible team has shaped Aya from the beginning and represents Aya at its core - non-judgemental, empowering, and person-centered.  Our team personifies each user, and every user inspires and shapes our team and mission.  By investing in our team and our commitment to ensure collective and person-centered care, Aya is now unstoppable as Vitala grows to meet the socio-political challenges for women and pregnant people across the US and Latin America. 

Are there any moments or achievements in Vitala’s history that were especially meaningful to you?

Gen: I remember all the milestones Vitala went through similar to what one does with the first child - I still look back in awe at how Vitala grew with its own personality and will.  I’ll always remember our first Aya users in Venezuela and how they were so appreciative of the support and guidance our peer counselors and the app were able to provide for them through their abortions with pills.  Right then and there we know that our work is more than just averting an unsafe abortion, it’s giving back to women autonomy, dignity and choice, and the right to choose the life that’s best for them.  It was powerful to see and we worked hard to share this less tangible and just as meaningful impact with donors and partners.  Roopan and I were both Ob/Gyns keen to share Aya’s learnings and impact with our colleagues in Canada and the US, and when Roe fell, we saw a potential for Aya to support Latina/xs and those living under abortion bans and restrictions in the US.  It was an opportunity to show the medical community that person-centered care means trusting women and allowing them to trust other women/feminists/allies to care for them and protect them outside of formal care pathways, especially when the state was out to get them and abortion providers. 

This feminist community model has been working for women in South America for the last 40 years and I’m proud to have Aya be an example of how we can learn from women helping women in other challenging settings.  

If you could leave a wish for Vitala’s future - or a message for the team - what would it be?

Gen: I’m so grateful for the amazing last 5 years together! Thank you for all your trust, dedication, space and love for each other and for all the hard work to advance our mission.  I will cherish every one of you, past, current and new. I know each Vitala team member lives on through Aya as Aya spreads her wings and reaches new heights everyday!  I will miss working with all of you, and I look forward to hearing about your achievements, and to supporting Vitala through Friends of Vitala, of which I serve as Board Chair.

Stay strong and focused on your core values and mission through these troubling times - together you will be stronger. Continue growing the community of care, first as a team and then with Aya partners and users.

Thank you again for being part of an inspiring and incredible part of my life, for contributing to my growth both in my career and in my personal development as a parent.  I thank you for this amazing opportunity for Roopan and I to create Vitala as it develops into the unstoppable mission-driven organization that it is now! We could not have done it without you.