Info

Planned Parenthood League of Massachusetts

Focus Local, a campaign to promote services and strengthen donor support across the state.
Agency: HelpGood

When Roe v. Wade was overturned in 2022, it became more important than ever to support local organizations that provide reproductive care. Being in a sanctuary state, it was crucial for Planned Parenthood League of Massachusetts to be well-funded in order to keep up with patients coming in from other states where their rights were under attack.

We needed to create a brand awareness campaign that would show PPLM’s role in advancing health equity, build awareness among new supporters and potential patients, and shift the local perspective from reactive to proactive support for abortion care.

After the campaign name Focus Local was chosen, our design team started exploring campaign logo designs. We experimented with the map of the state of Massachusetts, and after deciding that the outline was too intricate for a logo, we went with using a callout shape as a pinpoint, which can also be seen as a simplified, more abstract interpretation of the Massachusetts outline. This callout shape became a graphic element across the campaign.

In order to stay aligned with the branding of Planned Parenthood, we used the same color palette and typography throughout creative. We designed a campaign landing page, along with organic social content, digital ads, and OOH ads that ran across several rail lines in the greater Boston area. For the PPLM development team, we provided campaign branded templates for print materials: letterheads, envelopes, reply forms, etc.

PPLM’s social audience grew by 9k, and we saw a 346% lift in organic engagements. The digital out-of-home ads geo-targeted towns in Massachusetts, earning 200k impressions. Overall, digital ad impressions totaled nearly 24 million.