Planned Parenthood

Project: Planned Parenthood
Agency: Virtue Worldwide
Channels: Digital / Social, Audio
Air Date: May 2021

Team: Jackie Mucelli, China Macena, Katie Cascio, Meg Kawsek, Yvonne Ng, Jenn Gore, Susie Lyons, Whitney Wolf, Quay Fox

Strategy: Targeting LatinX and Black youth, Planned Parenthood wanted to let these audiences who have had a harder time accessing healthcare know that they are there for them. The “Be Seen” campaign sends the message that at Planned Parenthood, we see you — the whole you — no matter who you are, how you identify, or where you come from. We're proud to help you live fully, come into your own, and become all you can and will be.

The “Be Seen” campaign comes to life through audio spots from artists Rebecca Black, Big Freedia, and Paulina Rubio, and a documentary-style video series featuring a voiceover by Lynn Whitfield that follows the lives of four inspiring young people, as they move through life with confidence and joy.

Press: Ad Forum Ad of the Week, Creativity Editor’s Pick, ADWEEK, Refinery29, LBB Online, Atlanta Journal