Planned Parenthood:
CTV Fundraising Campaigns
Fundraising is one of the ways that Planned Parenthood continues to do the important work that they do — we fuel their fight through our donations.
I’ve had the absolute privilege to have art directed a few amazing fundraising spots for Planned Parenthood, all of them a little special in their own way.
Work.
Our team pulled some stats together that really emphasized the amazing work that PPFA does, and one stat that really stood out to me was that “Planned Parenthood health centers serve more than 2 million patients every year” — so we built a concept around that stat!
As for the visual direction, I leaned into the bold, saturated Planned Parenthood palette and pulled in some scribbly brushstrokes for a soft and artistic look and feel. I wanted to play with the concept of Planned Parenthood being all encompassing as a health provider, so I played with the idea of their bright Care Yellow leading the viewer through Planned Parenthood’s offerings, and ending on the yellow line landing on the Planned Parenthood logo.
Jane’s Story.
One of the beautiful things about animation is being able to tell stories about people you’ve never met before.
When I heard “Jane’s” voicemail submission to Planned Parenthood, I knew that I wanted to help tell her abortion story. Due to the anonymity of the voicemail, it was up to us to visualize who Jane was and to tell her story in a way that honored her and the Planned Parenthood doctors that supported her. I created a concept deck, outlining a few different styles — one more text based, and then chosen concept, below!
I pitched the idea of using 2d cel animation to tell the story — cel animation has an intimate feel to it due to the nature of being created by hand.
Planned Parenthood is Irreplaceable.
Similar to Work, this CTV spot focuses on the the benefits of Planned Parenthood, and how their work is truly irreplaceable.
Bold & Bright.
I wanted to create something dynamic and fun to remind folks that Planned Parenthood is not just about abortion care, but that their offerings expand to health care as well.
I utilized their bright, saturated palette and integrated halftone brushes to add some depth and texture to an otherwise flat style.
Credits
Client: Planned Parenthood
Agency: M+R
Creative Direction: Gwen McGarry, Amanda Person
Art Direction: Zoë Soriano