SCALE | Media Pitch | Strategy and Media
TL;DR
The Ask:
Propose a thoughtful and strategic paid media plan for Be Seen Phase campaign to reach a targeted audience in select markets across the country.
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Originally launched in the spring of 2021, Be Seen aims to move soft supportive audiences (specifically young Black and Latinx women) to become strong brand supporters. We wanted to seed Be Seen messaging to grow awareness around our mission and demonstrate to our priority audiences that caring for your body is about protecting who we want to be.
The Service:
Planned Parenthood is the nation's leading provider and advocate of high-quality, affordable
health care, sex education, and information for millions of people worldwide. With
approximately 600 health centers across the country, Planned Parenthood organizations serve
the diverse needs of their local communities with care and compassion, with respect and without judgment.
Through health centers, programs in schools, communities, and online
resources, Planned Parenthood is a trusted source of reliable health information that allows
people to make informed health decisions. We do all this because we care passionately about
helping people lead healthier lives.
Audience:
Progressive Optimists:
Self-identify as a woman are between the ages of 18 - 29 and identify as Black OR LatinX
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Social responsibility and working for the welfare of others is very important and they consider themselves broad-minded, open-minded, tolerant, and outspoken. They feel that equal opportunity for all and having freedom of action and thought are very important.
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It is important for them to keep up-to-date with current events and news. And if they feel strongly about an issue they'll participate in a civil protest. They consider are political activists and are willing to take charge to get things done. They've voted sometimes or always in state, local, or national elections.
My Role:
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Researched and put together the audience profile and insights
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Helped put together the audience through MRI Simmons
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Helped develop the comms rollout for the campaign
Audience Deep Dive
Audience Size: 13.2M
Who they are
Assertive and go-getters
Consider themselves a born leader
Want to be at the top of their profession
Have a lot on their plate
Juggling family and work demands are stressful
Busy and can't get everything done in a day they want
Taking care of themselves is a priority
but going to doctor is a struggle
Struggle to pay the cost of healthcare
Worry that doctors recommend treatments for money
Still in a young phase of their life
Never married
Lives with one or two of their parents
How We Wanted to Empower Them
Diving deeper into the distinct attitudes and needs of our young women Latinx and Black audience, Planned Parenthood can empower them by:
Establishing Trust
Young LatinX Women
(7.9M)
Young Black Women
(5.7M)
Fostering Community
Supporting Their Passions
Take advice on health issues from friends
Only go to the doctor when they’re sick
Rather go to urgent care than visit a doctor
Prefer alternative medicine
Prefer to work as a team vs alone
Are bisexual/gay/lesbian/transgender
Appreciate hearing stories from those that suffer similar health conditions
Follow people on social that think the
same way they do
Makeup is a passion of theirs
Music is an important part of their lives
Signed a petition in the last 12 months
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Attend religious services regularly
How they connect
Be Seen Creative Media and Community Activations
Connecting with the community at a local level and show up in a big way in our key markets:
Atlanta, Miami/Ft Lauderdale, Philly, Orlando/Daytona, & Detroit
Painted Wall Murals in
local communities
June Pride Parade and
float celebrations
March Women's History -
digital content
published across
digital and social
Health and beauty salons
and local block party
pop-ups
Highlight market
specific festivals and events:
ie. sponsor Rolling Loud
Role of Communications - Comms Rollout
Strategy Team:
Cat Marsh: Strategist
Matt Babazadeh: Group Strategy Director
Natalie Gomez: Director of Integrated Strategy
Alyssa Tigue: Group Account Director
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Rachel Lynn: Account Supervisor
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Media Team:
Grace Teng: Chief Media Officer
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Kyle Zvacek: Group Media Director
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Jason Yang: Associate Media Director
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Whitney Robinson: Associate Media Supervisor
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Edgar Sanchez: Assistant Media Planner
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Maryam Wilson: Media Planner
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Growth and Account Team:
Jean Freeman: Principal + CEO at Zambezi
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Chris Raih: Founder at Zambezi
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Victor Trujillo: Business Development Coordinator
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