Planned Parenthood Highlights Its Health Services in This Ad

By: Erica Francis - Aug 22, 2016
References: vimeo & adweek
Planned Parenthood wants to break away from its stereotype of being an abortion clinic and shed light on the other services the organization offers. In a commercial for the company's Great Northwest and Hawaiian Islands branch, each character filmed comes from a different walk of life and they all speak on why they're busy and what they want to achieve. At first the audience is likely to assume that the ad is emphasizing Planned Parenthood's abortion services when the narrator mentions that "a lot of people go to Planned Parenthood for just one reason." To the viewer's surprise, the characters state completely different reasons for visiting the company, such as going in for the flu shot or to get tested for diabetes.

The commercial plays on the organization's stereotype to highlight all the other services Planned Parenthood provides. The shock factor also works to help the company disassociate from its reputation as an abortion service while educating the public on what the business actually does.