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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.

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

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. 

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: 

  • Researched and put together the audience profile and insights

  • Helped put together the audience through MRI Simmons

  • Helped develop the comms rollout for the campaign

Audience Deep Dive

Audience Size: 13.2M

Who they are

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Assertive and go-getters

Consider themselves a born leader 
Want to be at the top of their profession

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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

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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: 

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Establishing Trust

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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 

Attend religious services regularly 

How they connect

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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

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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

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Strategy Team: 

Cat Marsh: Strategist

Matt Babazadeh: Group Strategy Director

Natalie Gomez: Director of Integrated Strategy

Alyssa Tigue: Group Account Director

Rachel Lynn: Account Supervisor

Media Team: 

Grace Teng: Chief Media Officer

Kyle Zvacek: Group Media Director

Jason Yang: Associate Media Director

Whitney Robinson: Associate Media Supervisor

Edgar Sanchez: Assistant Media Planner

Maryam Wilson: Media Planner

Growth and Account Team: 

Jean Freeman: Principal + CEO at Zambezi

Chris Raih: Founder at Zambezi

Victor Trujillo: Business Development Coordinator

Leadership:

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