Creative Challenge:
Planned Parenthood is the largest provider of sexual health education in the country. Despite popular politicized myth, the goal of all education programs and products created by the educators at Planned Parenthood is to create a culturally relevant, evidence-based education that resonates with teens and young people in effective and empowering ways.
The trained professionals at Planned Parenthood help all people gain the information and skills they need to make the best decisions for themselves about sex and relationships.They reach 1.2 million people a year through education and outreach.
As such, the creative team at Planned Parenthood was often tasked with coming up with new and fun ways to engage audiences in information that can support the health of their bodies and minds. One such video series was dedicated to combating a viral stream of misinformation on popular influencer blogs about how you should care for your body.
Creative Solution:
We took the “awkward” subject and made it fun by using the slang reference of “kitties” and using real cats to communicate a thorough, accurate lesson on health care of the female body.
We used a popular social media trend at the time of "cats in rectangles" which was a phenomenon that gained traction in 2022, especially on platforms like Twitter and TikTok to make the videos fun and engaging. (It involved people sharing pictures or videos of cats (or other pets) inside small, confined rectangular spaces, often showing the cats in oddly shaped boxes, frames, or even between objects that made them look like they were inside a perfect rectangle.)
Our crew consisted of a traditional video production team and a team of cat wranglers to ensure all cat stars (19!) were fully cared for and pampered on set.
Creative Director and Executive Producer: Elizabeth Bawol
Senior Producer: Julie Zuckerbrod
Chief Brand Officer: Dawn Laguens
Production: Moore & Associates
Script-writing in consultation with Planned Parenthood digital health and education team
