case study
planned parenthood of illinois
Nonprofit
Video Strategy
Take a look at how our animation studio helped PPIL cut through the political noise.
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. The "join the team" video series accumulated over 15,000 combined views on YouTube, with the service-specific videos shared widely across social media channels.
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 builds on the style and approach established in the original campaign. The ongoing partnership demonstrates what happens when the creative actually works.