“Wellness Within” Brand Campaign
After the Supreme Court overturned Roe v. Wade in June 2022, Texas and Louisiana implemented laws banning abortion in nearly all circumstances. While Planned Parenthood continues to offer essential services such as birth control, STI testing and treatment, wellness visits, and more, losing abortion access created a widespread misconception that our doors had closed.
To combat that misconception and reaffirm our presence in the community, we launched "Wellness Within," a large-scale brand awareness campaign. I led the campaign by engaging a new marketing agency, driving the creative process, organizing interviews with patients and providers, meticulously reviewing and approving all campaign materials, and overseeing the entire project from beginning to end.
Campaign Goals
Build awareness that Planned Parenthood remains open, promote health care services, and drive appointments at all health centers
Run Dates
July-October 2023
Channels & Tactics
Influencer Marketing + Paid Social + Display Ads + Connected TV Ads
Target Audience
Insured women 18-35 in Houston, New Orleans, and Baton Rouge
Outcome
The ads got over 9 million impressions, exceeded our click-through rate (CTR) and video completion rate (VCR) benchmarks on all channels, and led to increased appointments compared to the prior year for every month the campaign was live.
| Month | 2022 Visits | 2023 Visits | Difference | % Change |
|---|---|---|---|---|
| JUL | 3906 | 4300 | 394 | +10.09% |
| AUG | 4426 | 4960 | 534 | +12.07% |
| SEP | 3885 | 4099 | 214 | +5.51% |
| OCT | 4103 | 4442 | 339 | +8.26% |
Long-form Video
When we first developed the concept for the "Wellness Within" campaign, we knew we wanted to interview patients and staff to highlight their experiences and the importance of Planned Parenthood's services. I worked with my team to recruit five patient storytellers and five clinicians from Texas and Louisiana, and we spent two days filming interviews in Houston and New Orleans. This 5-minute video, the centerpiece of the campaign, is the result of those interviews.
:30 Videos
In addition to the 5-minute long-form video, we created three 30-second videos for social media and connected TV. The first showcased our providers, the second featured our patients, and the third highlighted our services.
:30 Providers Video
:30 Patients Video
:30 Services Video
Influencer Marketing
Influencer marketing was another key component of the campaign. We partnered with three Texas and Louisiana-based influencers to create Instagram posts, stories, and reels. Their content drove engagement among our target audience and encouraged patients to confidently schedule appointments for compassionate, high-quality care at Planned Parenthood.
They shared 18 pieces of content across their social media platforms, which we amplified further through Facebook, Instagram, and TikTok ads.
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"Being a woman comes with so many factors! Luckily @ppgulfcoast provides a safe & caring environment for me where I am in control of my entire experience. With the convenience of same-day appointments and extended hours, the benefit of all birth control options (available right at the health center), and the confidence that comes from always getting expert & quality care."
—Crystal of @ohhthtscrystal
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"When you think about self-care, what’s the first thing that usually comes to mind? A spa day? Massage? Facial? But did you know that prioritizing women’s health is part of self-care? If we don’t care for our health, how can we be here to take care of our families?
Here are 3 ways Planned Parenthood Gulf Coast can become a part of your self-care routine."
—Dr. Reed of @dralishareed
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"We talk a lot about self-care and wellness, and we’ve both been talking a lot about sexual and reproductive health care lately. What do you look for in a provider?
For us, it’s important to feel comfortable asking anything, having a provider that’s well-informed & feeling cared for. We love that @ppgulfcoast in Texas and Louisiana offers all of that & more."
—Ale & Maggie of @wearebabesxo
Meta Paid Social, Connected TV, & Display Ads
Mini Guides
The following “mini guides” were developed and uploaded to our campaign’s landing page to provide detailed information about our services, programs, and the experience patients can expect when they visit a Planned Parenthood health center.
Website Landing Page
