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Planned Parenthood planning familial Turns to Tumblr to Reach a Younger…
Planned Parenthood planning familial Turns to Tumblr to Reach a Younger Audience
Why?
Talk about abortion --> alleviate stigma
Message about sexual and reproductive health
Reach a younger generation
What?
Planned Parenthood of New York’s campaign: "Care That Counts" (Kraftworks)
Celebration of its 100th anniversary
Series of vignettes: stories (Birth control, cancer screenings, gynecological exams, testing for sexually transmitted diseases)
Elevate and share the stories (>< diminish the fact that they provide abortion)
Organization's campagne most successful (reached more than 100,000 people )
Issues
Depends of the parts of the country
Social media marketing: loses control of the conversation
Hot-button topic --> haters
Controversy (already exists)
No intention of downplaying the role as an abortion provider
Advantages
Tumblr: target finely. Perfect plateform (very human)
Social climate emboldened women?
Legalization of same-sex marriage
Hillary Clinton’s presidential campaign
Advocates: will to tell their stories