Planned Parenthood League of Massachusetts
Building brand awareness to promote services including abortion care and strengthen donor support.
Impact Area
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.
23.8M
Digital Ad Impressions
9K
SOCIAL AUDIENCE GROWTH
346%
LIFT IN ORGANIC ENGAGEMENTS
The challenge
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.
Our solution
We started with thorough background research into the realities of accessing abortion in Massachusetts and conducted interviews with internal PPLM staff. To uncover their current audiences’ views of the brand, we conducted surveys with donors, patients, and lookalike audiences.
To get in front of new, younger supporters for PPLM, we developed a campaign that demonstrated that even in a sanctuary state, abortion is just the tip of the iceberg of the health equity problem that PPLM is working to solve. We focused on digital platforms to bring local younger audiences to the PPLM site to learn more about services and how to support them. To increase local visibility, we ran out of home ads on the MBTA and near clinics.
Focus Local
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.
In Transit
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.
