Planned Parenthood League of Massachusetts
Building brand awareness to promote services including abortion care and strengthen donor support.
What We Did
Our core challenge was shifting the local donor perspective in Massachusetts from reactive to proactive support for abortion care, because even there, getting the care you need isn’t easy.
Digital Ad Impressions
SOCIAL AUDIENCE GROWTH
LIFT IN ORGANIC ENGAGEMENTS
Planned Parenthood has excellent nationwide awareness, which was only elevated by the devastating blow to Roe v Wade in 2022. Reproductive rights supporters had the quick reaction to bolster local affiliates in states where rights were under attack, but it was also critically important that sanctuary states like Massachusetts were well funded to keep up with the influx of patients from other states.
Our core challenge was shifting the local donor perspective from reactive to proactive support for abortion care, because even in Massachusetts, getting the care you need isn’t easy.
The campaign look and feel brought in elements of the existing PPLM brand while leading with a recognizable campaign logo that could be used across all assets: social, development materials, posters, etc. Strong headline-driven ads paired with inclusive photography and real patient quotes about services made a strong impact.
Out of home ads ran across the red, orange, and commuter rail lines throughout the greater Boston area for three months after negotiating an extra month of donated media. Digital out-of-home ads geotargeting towns like Hingham, Scituate, Cohasset, Marshfield, and Duxbury earned 200K impressions.