We all need space to feel accepted. To feel empowered. To feel heard. A space where we can understand our health and wellbeing clearly and confidently, free of judgment. Planned Parenthood is that space. We want you to live your most authentic life, which means transparent and accessible health care on your terms – no matter who you are.
Taking care of your sexual health and mental wellbeing doesn’t have to be intimidating or difficult. Planned Parenthood wants to support you on your personal path to better health, whether you have insurance or not, because this space is for you.
This Space
is For You.
Research
From our research, we discovered that Planned Parenthood North Central States (PPNCS) can differentiate themselves from their competition with an innovative campaign that speaks directly to Gen Z and millennial BIPOC – potential patients who value inclusivity and seek high-quality services, affordability, and confidentiality. PPNCS can also connect with the target audience through a holistic approach of diversity, inclusivity, and equality by authentically demonstrating shared values of compassion and acceptance.
Campaign Strategy
Our strategy is to position Planned Parenthood North Central State as the most accepting sexual and holistic health resource – fostering an inclusive space that embraces and advocates for all people.
Our voices of the Campaign:
Empowering
I feel in control after getting care.
Planned Parenthood’s expert, unbiased, and informative care leaves visitors feeling confident in their experience and in themselves—equipped with the resources to take control of their health.
Inclusive
I feel welcome when I walk in the door.
Planned Parenthood provides equal, confidential, and high-quality care to those who seek it but might not know where to start. Regardless of age, race, income, gender, or sexuality, Planned Parenthood stands with all.
Authentic
I trust the community at Planned Parenthood
Above all else, Planned Parenthood cares about the wellbeing of every visitor. Through honest and trustworthy services, individuals can expect inclusive and affordable healthcare with every visit.
Video Concept
Spaces
Tone I: Nostalgic, calm, toned down
Tone II: Electric, positive, upbeat
Approach: This spot begins by quietly panning over vignettes of different empty spaces (an empty road, a dance studio, a home kitchen). Energy and music build as we see heroic shots of people standing in front of PP color backdrops in spaces that were once empty.
Billboard
Social Media
Creative Concept:
Phung Banh
Jonathan Heu
Melisa Robles
Anthony Silva
In partnership with KNOCK, inc.
Photographer: Franck Bohot
Director of photography, color: Dallas Curry
Creative director: Dan Weston
Design director: Cindy Coelho
Art Director: Diana Albrecht
Copywriter: Bella Pittinger