New Yorkers are known for their colorful language, and according to a Skyn 2017 national survey and Trojan 2012 national survey, they have more sex than the rest of the country.
Combining those two, Planned Parenthood wants to protect New Yorkers' rights to have sex with whomever they want with a 'Protect Our Freedom to F*ck' campaign.
The campaign, by BBH NY, uses frank language and a diverse cast to rally a younger audience to donate and raise awareness for Planned Parenthood in New York City. It’s a sex-positive campaign that celebrates the passion New Yorkers have for the city and for each other, and that PPNYC is here to help New Yorkers protect themselves and live healthy and fulfilling lives.
Planned Parenthood has been under fire by the right for some time, and this new campaign has been created specifically as a response to the ongoing federal threats to the organization and its communities and the “domestic gag rule” recently proposed by the Trump administration that would cut funding for reproductive health care providers like Planned Parenthood.
The campaign encourages millenials who care about Planned Parenthood and sexual and reproductive rights and freedoms to donate to Planned Parenthood of New York City to protect their right to be sexually active and stay safe through the wide range of services Planned Parenthood of New York City provides, including birth control, STD testing and treatment, gynecological care and wellness exams, as well as sexuality education including lessons on consent, LGBTQ inclusivity, and healthy relationships.
BBH NY has created a fully integrated campaign that is uniquely New York. BBH's strategy and creative teams partnered with ModCo media to develop the creative idea that covers online video, social content, digital display, OOH, print ads, retail partnerships, and a wide assortment of branded swag.
The campaign is designed to reach New Yorkers where and when the campaign will be most relevant to them: when people are on dates, going out at night or having experiences where this message would be fun and meaningful. Millennials may see the campaign when getting into a taxi late night or early morning; there are coasters, posters, condoms, and stickers in bars; and branded swag sold in stores.
Media partners including Nylon, Vice, Reddit, SheKnows and others have all donated media space.
The video spot, directed by Randy Krallman from Smuggler, highlights the diversity and strong personalities of the NYC population, and features people around the city speaking their minds in a way that only New Yorkers can. A woman walking down the street says, “F*ck New Yorkers who love to complain" while another doing laundry at a laundromat exclaims, “F*ck anyone with a washer-dryer. In their f*cking apartment.”
The video ends with, “Protect our right to safely f*ck whoever the f*ck we want. Donate to Planned Parenthood of New York City.”