Planned Parenthood

1. Planned Parenthood
Amber Carson

2. Executive Summary
Planned Parenthood is implementing an educational
campaign for college students. Young adults, male and female,
from local colleges will be included in this. The campaign will
contribute to informing the people about how planned
parenthood can assist them in positive ways.

3. Research
Use a survey to gain qualitative and quantitative information
about what people know about Planned Parenthood
Opportunity research
• In short term we want to get people in Mount Pleasant more
aware of what’s going on with Planned Parenthood and what
services they can receive from them
• In the long term we want to change how people view Planned
Parenthood and allow them to think of it as a helpful medical
clinic

4. Audience research
The audience for this campaign is college students around
Mount Pleasant – we want to increase their knowledge of
Planned Parenthood services besides abortions. People
concerned with health, want to learn more about sexual health,
and those sexually active.
• Not many people know all of the services offered from
Planned Parenthood
• A majority of the people think abortions are the main service
done at Planned Parenthoods
• Really its only 3%
Research

5. Objectives
Output objectives
1. Increase awareness of Planned Parenthood services
2. Encourage consumers to use Planned Parenthoods services
3. Increase sales and awareness of services

6. Impact objectives
1. Get over 100 responses to a survey that informs us what
people know – and start allowing people to read about the
other services offered
2. Host events that bring light to the other services – the other
97%
3. Host gathering where real people talk about their
experiences and how Planned Parenthood helped them with
those other services
Objectives

7. Programming
Theme:
Join the 97%
Shining light on the 97%
Planning & preventing – we do it all
Key messages:
• Helping people get medical/ care they need along with
advancing global health
• Committed to informing and educated communities
• Leading protective health and rights movements

8. Programming
Actions
• Hold mini events around campus that bring attention to
Planned Parenthood where we can talk about what they really
do
• Have people with experience stand behind a sheet and say
why they went to Planned Parenthood/how it helped them
then reveal themselves after – normal people who just
needed medical care
• Hold a larger event with pink lights and perhaps bands that
are involved with/support Planned Parenthood – Shining light
on the 97%

9. Programming
Uncontrolled
• Feature
stories
• News releases
• Pictures from
events
Controlled
• Flyers
• Pass out
Planned
Parenthood
brochures
Social
• Facebook,
Twitter,
Instagram
• Create hash
tags for
events/Planne
d Parenthood
Media

10. Evaluation
1. Increase awareness of Planned Parenthood services
2. Encourage consumers to use Planned Parenthoods services
3. Increase sales and awareness of services
Output Objectives

11. Evaluation
1. Get over 100 responses to a survey that informs us what people know –
and start allowing people to read about the other services offered
2. Host events that bring light to the other services – the other 97%
3. Host gathering where real people talk about their experiences and how
Planned Parenthood helped them with those other services
Impact Objectives

12. Conclusion
Planned Parenthood is a health care provider available
for people in many communities. They offer reproductive health
care, sex education, physical exams, flu vaccines, cancer
screenings, and many more services. 3% of the services revolve
around abortions, where people think this is the main one. This
campaign will help shine a light on the other 97%, and change
how people view Planned Parenthood.