case studies/Planned Parenthood of Illinois
Nonprofit Video Strategy: How Animation Helped PPIL Cut Through Political Noise
We loved working with Big Teeth! They very quickly understood our business needs and presented a fun, creative concept for our company's video. It was refreshing to have a team we could fully trust to handle every aspect of video production, from coordinating the shoot details to keeping the entire project on schedule.
Laura Saunders
Associate Marketing Director, Dinova
the client:
Planned Parenthood of Illinois (PPIL) is a leading provider of reproductive healthcare, sexual health services, and sex education as the Illinois chapter of the national organization.
the challenge:
PPIL wanted to reach both potential healthcare workers, as well as anyone who may be in need of health services with limited resources. We needed to cut through the noise and show people what they think they know is probably not the full story.
the background:
Planned Parenthood is a well known entity where most people have a formed opinion, positive or negative, and tend to focus on abortion as the one and only thing they do. While it is a national organization, the Illinois branch needed to show how their services are abundant, widely available,and affordable to all.
the insight:
Knowing that Planned Parenthood is such a politically fraught institution we wanted to neither ignore the elephant in the room nor lean too hard into it. So, the idea to “own” abortion services while making it known as only one component was important. At the same time we wanted to present a PPIL that is approachable, modern and a great solution to many problems.
the solution:
The initial campaign was a 2 video series, along with several social shorts, that used mixed-media animation and a welcoming and friendly voice-over to tell the stories. We leaned in on being informative but not overly data-driven to answer questions and give people a good baseline to want to enquire further. The call to action was a URL to see more about how to join the team. The project took 8 weeks from inception to completion.
the creative:
When seeing the project brief and discussing with PPIL what they wanted to achieve, we knew that it had to look different from the sterile, overly stock-ey looking imagery of typical healthcare communications. This had to feel youthful and inviting to people of all stripes. So while we didn’t want to be overly aggressive, the visual direction was to be a little in your face and modern with the collage style.
the results:
The campaign successfully positioned PPIL as modern and approachable while addressing the full scope of their healthcare services. Following the success of this initial work, PPIL returned to Big Teeth to create an expanded series of videos targeting younger audiences - educational content about hygiene and sexual health that built on the visual style and approach we established in the original campaign.
The ongoing partnership demonstrates the campaign's effectiveness in helping PPIL communicate authentically with their diverse audiences.
This is awesome! I truly appreciate you guys being so flexible with our change requests and our twists and turns and for capturing the message we wanted to tell in such a short period of time. Your organization and professionalism helped us hit this deadline as well. You guys are very good at what you do.
Leila Hunt Willingham
VP Restaurant Partnerships, DInova
What Dinova said about working with us:
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