Planned Parenthood Highlights Its Health Services in This Ad
Erica Francis — August 22, 2016 — Lifestyle
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.
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.
Trend Themes
1. Rebranding Stereotypes - Companies are pushing back against stereotypes by rebranding their products or services to highlight new and unexpected features.
2. Highlighting Alternative Services - Businesses are showcasing lesser-known services to counter negative assumptions and expand their customer base.
3. Leveraging Surprise Elements - Using unexpected narratives or visuals in marketing campaigns can create a shock factor and challenge preconceived notions.
Industry Implications
1. Healthcare Services - Healthcare organizations are rethinking their marketing strategies to showcase a broader range of services beyond their core offerings.
2. Nonprofit Organizations - Nonprofits are finding innovative ways to challenge public perception and increase awareness of their multifaceted missions and services.
3. Advertising and Marketing - The advertising industry can explore opportunities to help clients break stereotypes and create impactful campaigns that reshape public perceptions.
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