Be Seen

Planned Parenthood has strong name recognition. But before Roe fell, research showed younger and more diverse audiences didn’t fully know what Planned Parenthood offered — full-spectrum reproductive health care for all genders, from STI testing to abortion, cancer screenings to gender-affirming care.

Be Seen was launched as a national campaign to connect with Black and Latinx Gen Z audiences. This generation shares Planned Parenthood’s values and sees identity and gender more fluidly — and PPFA saw an opportunity to meet them where they are, with a message of care, autonomy, and freedom. This campaign invited people to be seen — truly seen — and introduced Planned Parenthood’s judgment-free, inclusive care. The campaign included paid ads, social, merch, influencers, and partnerships with artists and media.
One extension, Tone, created a series of culturally relevant meditations with Refinery29’s Unbothered to support wellness during the pandemic.
www.BeSeen.org

Role: Art Director
Executive Creative Director: Elizabeth Bawol
Senior Brand Strategist & Producer:  Lauren Garcimonde-Fisher
Senior Editorial Direction: Ylonda Gault
Producer: Adeilenah Perez
Creative Partner: Virtue Worldwide