For Fuck’s Sake
Completed for School
Insight: People often think of Planned Parenthood as a “last resort” type of place for abortions and they are not very knowledgeable of the other services it provides.
Idea: Using the tagline “For Fuck's Sake,” change perceptions that Planned Parenthood primarily offers birth control, abortions and emergency contraception, and educate people about the array of services they provide by encouraging people to be proactive about their sexual health and celebrating responsible sex.
Ad Executions
In a series of digital ads, Planned Parenthood will highlight the different services it provides for sexual health care. Rather than using a medical or serious tone, Planned Parenthood will use messaging that’s humorous and a little crass to pique public interest.
Out-Of-Home Ads
Planned Parenthood will also place its ads in major cities on billboards as well as posters near public transit areas in order to grab people’s attention and educate them about PP’s services.
Social Media Execution
Planned Parenthood will create Instagram stickers that people can add to their IG Stories to raise awareness about PP’s services.
PR Stunts
Planned Parenthood will carry out the following PR stunts to bring further awareness to the scope of services it provides.
PR Stunt #1 - Planned Parenthood will partner with dating app Hinge to create a badge for Hinge profiles that verify that users have recently received STI tests & are STI-Free.
PR Stunt #2 - Secure spots in podcasts about Sexual Health / dating.
Credits
Art Direction: Sofia Hernández