The brief:

For over a hundred years, Planned Parenthood has been of help to millions of people by educating and providing sexual and reproductive healthcare. They’ve stayed true to their original mission and continue to expand and include more efforts to positively impact communities. In recent years, they realized that their biggest opportunity was to engage and connect with younger generations and diverse communities. I worked alongside a team of four to find a solution.

The Challenge:

• To create a compassionate and inclusive communication plan that educates and empowers BIPOC young adults about sexual health with PP services and support as a sexual health provider.

• Drive more PP first time visits.

• Increase patient counts overall both in clinics and virtual services (telehealth).

• Inform the public that services provided are covered for multiple needs and diverse audiences.

The Research:

PPNCS Takeaways: PP can connect with potential patients who value inclusivity and seek high-quality services, affordability and confidentiality.

Competitive Analysis Takeaway: PPNCS can differentiate themselves from the competition with an innovative campaign that will speak directly to Gen Z and Millennial BIPOC.

Values Takeaway: PPNCS can connect with Gen Z and Millennial BIPOC through a holistic approach of diversity, equity and inclusion by authentically demonstrating shared values of compassion and acceptance.

Healthcare Trends takeaway: PPNCS is uniquely suited to meet the evolving healthcare needs - particularly sexual and mental health - of young patients.

Campaign Opportunity: PPNCS has the opportunity to be seen by Gen Z and Millenials as experts in sexual and reproductive health by demonstrating compassion and inclusivity in our campaign.

The Strategy

Space is a powerful word that describes both physical and social structures. Many people feel like there is not enough space for them (socially, culturally, etc.). The blank space is a visual pun that will physically and metaphorically make space for individuals. Whether this concept is shown on an Instagram post or a billboard ad, it is a reminder for consumers that there is always a space available for them at Planned Parenthood. Everyone needs space (now more than ever), and Planned Parenthood can position itself as a place for all Gen-Z BIPOC, re-emphasizing that you offer help for every individual who comes through the door or engages with your telehealth services.

How I got there:

I thought hard and pulled from my own experiences as a diverse individual; I thought about times when I needed to be embraced, accepted and cared for. I also reflected on all of our incredible research and considered our key insights. I asked myself, what would make others feel empowered, accepted and embraced? I considered that this campaign will live a wide range of geographic areas (urban, suburban, rural, etc.) and I understood that not everyone has a place available to express their identity. I had “aha” moment. A simple yet impactful concept came to mind, "This space is for you.".

Visualizing Space

I developed a moodboard that would reflect our strategy, research and include empowering poses, striking imagery and fashion-forward elements. I wanted to ensure that the visuals resonated with our demographics and also were versatile.