Sex, privacy, PrEP.
CREATIVE DEVELOPMENT, MESSAGING, SOCIAL ACTIVATION
—— PLANNED PARENTHOOD
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 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.
Made possible by the talented team at Owen Jones.
COPYWRITER
Alyson Bure
PHOTOGRAPHY
Laura B. Stull
Meg Odell
CREATIVE DIRECTOR
Ethan Allen Smith
ART DIRECTOR
Laura B. Stull
DESIGNER
Meg Odell