This is Health Care

Creative Challenge:

Planned Parenthood is the nation’s leading provider and advocate of high-quality, affordable sexual and reproductive health care for all people, as well as the nation’s largest provider of sex education. With nearly 600 health centers across the country, Planned Parenthood organizations serve all patients with care and compassion, with respect, and without judgment, striving to create equitable access to health care.

However, as attacks on women, reproductive health care, abortion access, and the lgbtq+ community in America increase year over year, and decade over decade, many patients who might benefit from affordable care and services lack a full understanding or familiarity with the scale and scope of what our health centers offered. 

Further, the politicizing of health care created a lot of noise and distraction from basic care people across the country needed and wanted.

Creative Opportunity:

This is Health Care was a patient-focused marketing campaign for Planned Parenthood, inviting patients to visit health centers and receive high-quality and inclusive care. The campaign was designed around a simple truth, that sexual and reproductive health care was a critically important part of care and access to it, a basic human right. The campaign featured real stories of everyday people who sought care at Planned Parenthood or faced barriers to it. The result was an authentic, varied content effort to combat stigma around sexual and reproductive healthcare, and elevated an inclusive, inviting message for patients. This digital campaign ran nationally, in English and Spanish, with out-of-home assets, radio, digital paid video, social media assets and ads, and included a custom photo shoot of a diverse group of Planned Parenthood patient advocates for original content.

Awarded 2021 Telly Award - Silver in Diversity and Inclusivity 2021, Telly Award - Silver in Branded Content

Creative Direction: Elizabeth Bawol
Art Direction: Ande Hubbard
Video Direction: Anayamel Rodriguez & Rachel Velasquez
Design: Annie Pearlman
Brand Strategy: Lauren Garcimonde-Fisher
Production Support: Culture House & Windy Films