This is Health Care

Creative Problem:

Even as attacks on women, reproductive health care, abortion access, and the LGBTQ+ community increased year over year, many patients who could benefit from Planned Parenthood's affordable care lacked a full understanding of the scale and scope of services available to them. The politicizing of health care created noise and distraction from the basic care people across the country needed and wanted.

Creative Solution:

This is Health Care was a patient-focused marketing campaign inviting people to visit Planned Parenthood health centers and receive high-quality, inclusive care. Built around a simple truth — that sexual and reproductive health care is a critically important part of overall health, 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, elevated by an inclusive and inviting message for patients. The campaign ran nationally in English and Spanish, spanning out-of-home, radio, digital paid video, social media, and a custom photo shoot featuring a diverse group of Planned Parenthood patient advocates.

Role As Senior Creative Director, I conceived and led this campaign with our internal creative team and an external team of supportive production and video companies.

Awarded 2021 Telly Award — Silver, Diversity & Inclusivity | 2021 Telly Award — Silver, Branded Content

Executive 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