Thread by @Adweek

In conversation with Adweek's Juliette Morris, @PPFA and @PPact's @MelanieRNewman explores how Planned Parenthood has grown its presence, and integrated marketing, communications, digital outreach and more to reach people and initiate action.

#Brandweek

We had been planning for [Roe] to be overturned since Brett Kavanaugh was appointed and certainly since Ruth Bader Ginsburg passed. What came as a surprise was the leaked draft—but we were able to turn on a dime because we were already prepared.

@PPFA @MelanieRNewman #Brandweek

In the next days:

"For our patients, we wanted them to know that we weren’t going anywhere, that we were still there for them.

For our supporters, we wanted to harness that anger to make a difference."
@PPFA @MelanieRNewman #Brandweek

"Next, we prepared for the decision. The actual decision ended up being so much worse than the draft decision, but we already had a plan."

PPFA released this campaign, “Force of Nature.”

@PPFA @MelanieRNewman #Brandweek

“Planned Parenthood is here to stay, we won’t back down and we want to keep the momentum going.”

@PPFA @MelanieRNewman #Brandweek

Since that campaign, @PPFA has seen donations from @Lizzo and @Harry_Styles, celebs were wearing pins on the Emmy’s red carpet last night, more than 800 corporate partners have signed on.

“This has changed our trajectory heading into November."

@PPFA @MelanieRNewman #Brandweek

"Roe provided a right, but it did not provide a level of access we should have in a just world.

What we really see in this moment is opportunity to create the world in which we want to live."

@PPFA @MelanieRNewman #Brandweek

"Many people see @PPFA as a political organization, but the core of what we are is a healthcare organization. We do not exist if not for the life-saving, live-giving healthcare that our health centers provide."

@PPFA @MelanieRNewman #Brandweek

“Everyone loves someone who’s had an abortion. And you should love them enough to support access to abortion.”

@PPFA @MelanieRNewman #Brandweek

"Consumers want to spend money with brands that support the issues that they care about."

@PPFA @MelanieRNewman #Brandweek

"We don’t spend money changing hearts and minds so much as we spend money educating people about the impacts of anti-abortion legislation. Bans impact all of us. The goal is to trigger that lightbulb for people who don’t realize that."

@PPFA @MelanieRNewman #Brandweek