Planned Parenthood

Converting political support into patient visits

Role: Creative and writer

Planned Parenthood needed more than just political support to make their clinics successful. They also needed patients. They needed to get the word out to their political base that, by becoming patients, they would not only get top-flight reproductive care, but also provide support for an organization in whose mission they were deeply invested.

I was part of a group of women from my agency who volunteered at Planned Parenthood for International Women’s Day last year. As part of our volunteer work, we got together with their marketing team to explore how we could communicate the message that Planned Parenthood is a top-quality healthcare provider, and that, by patronizing their clinics as an insured patient, political supporters can offer meaningful, impactful support.

Afterward, our small team reached back out to offer our services to create real assets and run a test for what we’d worked on together. We wanted to make our volunteer brainstorming into something real and get it out into the world.

Together, we created a social ad campaign that reframed patient care as an act of political resistance – and one that empowered not only the women receiving the care, but all of the women whose care they were helping to fund.

While it was just a small campaign, this was one of my favorite projects to work on, because of the intensity of the message, the vitality of the audience, and the passion of the client.