Planned Parenthood works to ensure all people have access to quality care and resources to make informed decisions about their bodies, lives, and futures. Our audiences come to Planned Parenthood for information and care because they trust us to provide accurate information.
With the onset of the COVID-19 pandemic came misinformation campaigns about the virus and the vaccines. Within communities of color — who make up 39% of Planned Parenthood’s patient base — the impact of the COVID-19 pandemic has been devastatingly disproportionate. Our research showed that within these communities, many concerns about the COVID-19 vaccine existed.
Planned Parenthood launched a bilingual campaign called Protect. Every. Body., to address common COVID-19 vaccine concerns to ensure the hardest hit communities received the information and health care they deserve, while informing and encouraging a broader audience to get the COVID-19 vaccine.
The hero video for the campaign, “Every Second Counts,” aims to capture the highs and lows of living through COVID-19 through the viewpoint of an isolated young adult. This video applies trusted research and insight to ground the positive reinforcements of vaccine safety and efficacy - specifically communicating that the vaccine will prevent you from getting seriously sick, and getting the vaccine will keep you and your family safe. This messaging is vital to combating misinformation and, in turn, COVID-19.
Planned Parenthood developed a tiered strategy for Protect. Every. Body. to reach our Black and Brown communities, who oftentimes, understandably, lack trust in the health care system, but who turn to us for accurate information and guidance. Through content developed for multiple touch points, we sought to first inspire the audience to look into the COVID-19 vaccine and imagine what life could be like when vaccinated; then educate them on the safety of the vaccine while countering misinformation; and then motivate folks to book a vaccine appointment.
“Every Second Counts” was our hero video lifting up one young adult’s solitary journey through COVID-19, showing relatable slices of life and allowing the viewer to express their own experiences upon the subject to enhance the relatability of the viewer to the subject. The video carries the viewer through the vaccine decision-making process, the vaccine itself and the two weeks after, and then the waiting period for full efficacy to be reunited with friends and family. Additional tactics included:
“Vax Facts,” our supporting animated education series aimed at clearly and simply providing short clips of information and facts about the vaccine, slide effects, eligibility and access.
“Vaccine Testimonials”, featuring real people sharing their COVID-19 experience and decision making process to book and receive the vaccine. They discussed side effects, the emotional and physical journey, why they made the decision to receive the vaccine and why others should as well.
A dedicated landing page on the Planned Parenthood website
A dedicated YouTube Playlist
Affiliate and partner content
Supporting social media graphics and static images
As the campaign hero video, “Every Second Counts” set the tone for a slew of related content that was published to a dedicated Planned Parenthood COVID-19 YouTube playlist. Vaccine content was strategically distributed via YouTube so Planned Parenthood affiliates, partners, and supporters can continue to help educate and motivate individuals to make the most informed decisions for themselves.
“Every Second Counts” continues to serve as a successful advocacy tool for communicating the complexity and urgency surrounding the COVID-19 vaccine for Planned Parenthood staff, patients, and supporters. The three posts featuring the video on social media garnered 126,668 views and 3,803 engagements, with an impressive engagement rate (4%) for the length of the video.
