Planned Parenthood

Sex, privacy, PrEP.

A person's hand holding a small beige pot with a green cactus against a solid purple background.

CAMPAIGN STRATEGY
CREATIVE DEVELOPMENT
CAMPAIGN MESSAGING
SOCIAL ACTIVATION

Known as one of the nation's leading providers of affordable healthcare for women, Planned Parenthood needed a campaign that would raise awareness about their services for the gay community. More specifically, they needed a campaign that would introduce Planned Parenthood Columbia Willamette as a reliable provider of PrEP—a daily pill that helps prevent HIV infection.

A brochure from Planned Parenthood featuring a young man and a popsicle with the quote "He leans a little to the left, but I kinda like it." The brochure emphasizes privacy, respect, and care.

A celebration of unconditional care.

The challenge was deeper than just awareness. Studies revealed a concerning reluctance among LGBTQ+ individuals to share their sexual orientation and gender identity with healthcare professionals, often due to fear of ridicule, discrimination, and loss of care.

Instead of dwelling on the negative, we saw an opportunity to leverage PPCW's core values: inclusion, privacy, and respect. We envisioned a campaign that celebrated humanity—all its quirks, idiosyncrasies, and imperfections. Because at the end of the day, that’s all this campaign was about. Sex. Privacy. Safety. PrEP. It’s all here and it all matters because we’re passionately, unapologetically, chronically human.