Planned Parenthood: Nonprofits and Controversy

"We've won before: Together, we can win again."

This was the slogan Planned Parenthood plastered across their social media as they prepared to fight for women's health care after the Trump administration announced their intentions to implement the Gag Rule. Recognizing the targeted attack, Planned Parenthood quickly launched their #ProtectX campaign.

The Gag Rule stated that doctors across the nation would no longer be able to explain the option of abortion to patients. This would not only prohibit doctors from providing all medical information available, but would also undo Title X which called for affordable birth control and reproductive health care.

Planned Parenthood has long faced the critical eye of pro-life supporters, far-right conservatives and individuals whose religious doctrine lists abortion as a sin. This nonprofit is no newbie when it comes to controversy and criticism. Thus, their communications team had a clear and well implemented strategy to combat this piece of legislation that was specifically drafted to handicap Planned Parenthood.

The communications team began by rolling out the post seen below on their Planned Parenthood Action Instagram account. This post utilized bright colors and intense language to attract the attention of viewers scrolling through their feed. The initial message set the tone for the bold and unapologetic campaign that followed.

Start of the Protect X campaign (via @ppact Instagram)

Planned Parenthood then launched their website focused on #ProtectX and began working towards informing the American public through their various online platforms. The hot pink color united all of their content about Title X and the Gag Rule, allowing the public to easily process new information about the legislation and/or lawsuit.

Via https://www.istandwithpp.org/no-gag-rule

Since abortion was the main service targeted by this legislation, the Planned Parenthood communication team made sure to educate the public about the other services/resources that would be terminated in addition to abortion if the Gag Rule was passed. The following post not only points out the health care Planned Parenthood provides, but also humanizes the issue through personal testimony.

Via @ppact Instagram

Until April 24, 2019, Planned Parenthood continued to roll out content geared towards educating the public and employing them to take action. Those who visited the #ProtectX website had the option to share videos, donate and learn more about Title X. This campaign stayed consistent, clear and unified across all platforms.

The final post announced that the Gag Rule had been blocked and health care access had been preserved. Planned Parenthood cleverly noted that this protection was simply "for now," suggesting that the nonprofit would need the public's help again in the future. The issue of human rights continues to be a hot topic in the United States and services like abortion are continuously debated. Thus, with this post Planned Parenthood acknowledges the human rights movements occurring in 2019 and the likelihood that the fight is not over.

The skill showcased in this campaign highlights the value Planned Parenthood places on Public Relations and more importantly, their goal to keep the conversation of accessible health care going with the public. As a nonprofit who is frequently shrouded in controversy, having a competent Public Relations team is crucial. This campaign successfully communicated relevant information to the public while maintaining Planned Parenthood's integrity and identity.

Resources

https://www.istandwithpp.org

https://www.instagram.com/ppact/

https://www.plannedparenthood.org