FOR SOME OF US, THINKING ABOUT THE FUTURE CAN BE SCARY.
We face the possibility of losing access to quality health care. Are forced to fight a rising threat to our fundamental rights. And wonder, what will I do? Where will I go?
For the tens of thousands of patients at the Planned Parenthood Association of Utah, a life without affordable reproductive care could become a reality. After a successful awareness campaign that focused on the positives of PPAU’s care, we set out to again create compelling creative—but this time, we were ready to fight back.
With a constant threat of defunding on the horizon, we took on the challenge of telling a very conservative state that life without Planned Parenthood would be more than just putting out +46,000 patients—it would be going back 100 years of progress. Because we don’t have to wonder what life without that care looks like. We’ve been there. And we won’t go back.
* This concept was chosen by Planned Parenthood just before I left MRM//McCann. Unfortunately, I was unable to be part of its creation, so I included our conceptual ads and the finish product to better represent my role in bringing this campaign to life. Credits below are based on concepting stages only.
COPY: LACEY GONZALEZ // ART: DAN HARKER // CD: JEFF PARIS