Planned Parenthood, the non-profit concerned with people’s reproductive health, has launched a campaign that tells it like it is. The campaign, Our Freedom to F*ck, by BBH New York, tells New Yorkers they should stand up for their right to fuck whomever they want – safely. And it does so bluntly, because while the message is inherently attractive, getting any message through to younger audiences is difficult.
Planned Parenthood New York (PPNYC) provides access to contraceptives, condoms, sex education, wellness and preventive exams and STD treatment at a minimal cost or free. It needs money to do that. And these days there’s a lot of competition from other organisations that rely on donations to top up their funding. Moreover, PPNYC’s government funding is being threatened by lawmakers who want to restrict abortion rights and other sex-related health care.
BBH also worked with media agency, ModCo, to put the campaign when and where younger New Yorkers would see it – on t-shirts, coasters, posters, condoms and stickers to online video, social content, OOH sites and in partnerships with brands such as Sustain, Bulletin and Overthrow Boxing – on taxi cabs, in bars and stores and at a launch event with Nitehawk Cinema.
Media partners include Nylon, Vice, New York Magazine, Reddit, Verifone, SheKnows, Bustle, SoundCloud, Rolling Stone and Complex, all of which have donated media space.
Chief Creative Officer: Gerard Caputo
Group Creative Directors: Hugo Bierschenk & Dean Woodhouse
Copywriter: Liz Loudy
Art Director: Casey Schweikert
Head of Design: Bruno Borges
Designer: Rachel Hess
Head of Production: Kate Morrison
Executive Producer: Abbie Noon
Producer: Rebecca O’Neill
Senior Print Producer: Rachel Freed
Director of Business Affairs: Librado Sanchez
Account Management: Brett Edgar, Lucie Kittel & Cristina Flores
Strategists: Sarah Watson, Kendra Salvatore, Jenifer Murray
Communications Planning: Darus Zahm & Christin Wiegand
Production Company: Smuggler
Director: Randy Krallman
Co-Founders: Brian Carmody & Patrick Milling-Smith
Executive Producer: Sue Yeon Ahn
Line Producer: Ian Blain
Director of Photography: Ed David
Editing: Ben Suenaga @ Friendshop!
Sound: Seth Phillips @ Sound Lounge
Music: The Mike Theodore Orchestra, The Bull
Music Consultant: Mind Your Music
VFX & Finishing: The Mill
Photographers: Jonathan Turton & Abbey Drucker