NEW YORK: Planned Parenthood, the non-profit organization that provides reproductive health services, is staying true to the “big idea” behind its brand to ensure it remains strong and relevant during a time of rising political pressure.
Dawn Laguens, EVP/Chief Experience Officer of Planned Parenthood Federation of America (PPFA) and the Planned Parenthood Action Fund, discussed this subject at Advertising Week 2017.
More specifically, she asserted that the organization’s underlying mission has acted as an invaluable guide since its founding a century ago, and is still a core source of strategic focus even as some political forces seek to remove its public funding.
“People think, ‘Oh, you hand out birth control,’ or, ‘You do this’,” she said. (For more, read WARC’s exclusive report: Planned Parenthood finds brand strength in its “big idea”.)
“Actually, Planned Parenthood is a big idea that your body and your pleasure is your own. And that's been the idea for 100 years. Sadly, we are still fighting for it.”
The New York-based organisation delivers affordable health services to millions of people each year, as well as providing sex education in many middle schools and high schools.
And having a clear purpose has helped the brand gain in strength at a time when political and social beliefs are informing a growing number of consumer choices – be it where they buy products, or the organisations they donate to.
“You have to know what you stand for, and what you’re selling to your point, and who’s your audience,” Laguens told the Advertising Week audience.
“Unlike a few years ago, when brands gave you cachet – ‘Oh, I'm going to let you wear my symbol [or] whatever’ – now my kids are like ‘Oh, I want to wear that brand because I want to give them my cachet’. And it's become this very different thing.”
Planned Parenthood’s research has shown that it continues to enjoy considerable cachet across the United States as a whole, despite vocal opposition from certain pockets of the population.
“The data actually says Planned Parenthood is wildly popular,” Laguens said. “Seventy per cent-plus of people in America actually stand with Planned Parenthood.”
Sourced from WARC