Extraordinary times require bold action. The US is facing an unprecedented roll back of rights and freedom. This new campaign by BBH NY has been created specifically as a response to the ongoing federal threats to Planned Parenthood and its communities and the “domestic gag rule” recently proposed by the Trump Administration which would cut funding for reproductive health care providers like Planned Parenthood. And with the recent retirement of Justice Kennedy, the right to access safe, legal abortion is on the line.
The “Protect Our Freedom to F*ck” campaign is designed to rally a younger audience to donate and raise awareness for Planned Parenthood in New York City. It’s a sex-positive campaign that celebrates the passion New Yorkers have for their city and for each other, (they have more sex than anyone in the country), and that PPNYC is here to help New Yorkers protect themselves and live healthy and fulfilling lives.
The campaign encourages Millenials who care about Planned Parenthood and sexual and reproductive rights and freedom to donate to Planned Parenthood of New York City to protect their right to be sexually active and stay safe. Planned Parenthood of New York City provides a wide range of services that allow their patients and communities to take charge of their health and sexuality, including birth control, STD testing and treatment, gynecological care and wellness exams, as well as sexuality education including lessons on consent, LGBTQ inclusivity, and healthy relationships.
To promote a passionate and prideful connection between New Yorkers and Planned Parenthood of New York City, BBH NY has created a fully integrated campaign that is uniquely New York with a bespoke communications strategy. BBH’s strategy and creative teams partnered with MODCo media to develop this powerful creative idea that covers online video, social content, digital display, OOH, print ads, retail partnerships, and a wide assortment of branded swag.
The campaign is designed to reach New Yorkers where and when the campaign will be most relevant to them: when people are on dates, going out at night or having experiences where this message would be fun and meaningful. For example, Millennials will see the campaign when getting into a taxi late night or early morning; there are coasters, posters, condoms, and stickers in bars; and branded swag sold in stores. For example, we’ve partnered with Nitehawk on a launch event at their theater, other partners like Sustain, Bulletin, Overthrow Boxing (add more) and placements/swag add to the suite of locations where we can reach people in the fabric of their NYC lives.
Key media partners include NYLON, VICE, NYMag, Reddit, Verifone, SheKnows, Bustle, SoundCloud, Rolling Stone, Complex, which have all donated media space.
The video spot, directed by Randy Krallman from Smuggler, highlights the diversity and strong personalities of the NYC population, and features people around the city speaking their minds in a way that only New Yorkers can.
- A woman walking down the street says, “F*ck New Yorkers who love to complain.”
- A man says, “F*ck everyone about to get f*cked by the L train.”
- A woman doing laundry at a laundromat exclaims, “F*ck anyone with a washer-dryer. In their f*cking apartment.”
- The video ends with, “Protect our right to safely f*ck whoever the f*ck we want. Donate to Planned Parenthood of New York City.”