In 2021, PPFA launched a national brand campaign with a focus on Black and Latinx Gen Z audiences. The Be Seen campaign was built around a simple truth:
Planned Parenthood is here to see you — truly see you — become who you will be. We know that when you have full control over your decisions and your body, you can fight for what you're passionate about. Create the society you wish to see. Help your community. Or just live and be.
The campaign was multi-faceted and included audio spots, paid ads, merchandise, a robust influencer strategy and cross-channel social media engagement. Engagement surpassed expectations and resulted in substantial brand favorability increase cross platforms, an 8.9% brand lift among black audiences, and over 15k organic engagements and 1.4M earned media impressions.
Creative Direction: Elizabeth Bawol
Brand Strategy & Production: Lauren Garcimonde-Fisher
Editorial Direction: Ylonda Gault
Executive & Brand Leadership: Rachel Moreno
Creative Partner: Virtue Worldwide