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Change Perceptions of Planned Parenthood with a Silly Worry Contest
1. Under the influence of the President Trump’s policy, Planned Parenthood is seen as an “enemy” by public.
We have to change the image of Planned Parenthood dramatically and reframe the conversation.
SITUATION
2. CHALLENGE
Now, Planned Parenthood is seen as evil group who take away babies’ lives
by supporting abortion.
We change the current image to helpful group whose aim is prevention
and what they offer us are information, education and services to be healthy.
3. Many young people have consciousness to avoid sexual matters.
They think it is hard to talk about, consult their friends, search online, and so on.
As a result, they miss opportunity to acquire correct knowledge
and hold on self-taught manner.
INSIGHT
4. 1st
Talking about sexual matters is not embarrassed but fun.
We make this perception change of young people and Lower the hurdle of talking about sexual matters.
2nd
By letting Planned Parenthood lead this perception change,
let people recognize the original appearance of Planned Parenthood.
STRATEGY
5. IDEA
Presented by Planned Parenthood
Shout your silly worry contest
LET US KNOW !!
Then your worries will disappear!
6. We will hold a ridiculous shouting contest
at Central Park.
Participants crying out one’s silly
sexual worries,
such as “Mine is so thickly!!!”,
“I’m flat-chested!!!” and so on.
By shouting out loud, the feelings of being
embarrassed will get small and change into
fun.
IDEA
Mine is sooooooo
thicklyyyyy!!!
7. Classy judges will score your shout.
We will gather celebrities such as
Marc Jacobs, Scarlett Johansson,
Miley Cyrus and so on.
They are all supporters of Planned Parenthood.
Judges will score on the volume of the voices
and empathy level for your worries.
IDEA
8. Holding this contest in another cities in the USA
We hold this contest repeatedly changing the places.
The place can be beaches, business districts, amusement parks and so on.
The cities we choose are big and where Planned Parenthood is protested.
#sillyworryPP
We make a hushtag and spread.
People can post their silly worries using this hushtag.
We also build special web site and people who posted
using #sillyworryPP can participate in this contest online.
SCALING CAMPAIGN
