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Special Project

Special Project
From the 1st Annual Shorty Social Good Awards

"Stories of Care: No Matter What." video series

Entered in Video


For over a year, opponents have tried to define Planned Parenthood's patients and providers with hateful rhetoric, political attacks, and flat-out lies. But we do not let their hate define us. Called "Stories of Care. No Matter What." this video series tells the stories of patients and providers, in their own voices. These powerful stories get at the heart of what Planned Parenthood means for so many across the country: care, no matter what.

"The 2.5 million patients who come through our doors each year are at the core of what we do," said Cecile Richards, President, Planned Parenthood Federation of America. "We want to make sure that their stories, and the stories of the dedicated providers who serve them, are told."

Strategy and Execution

This campaign comes as Planned Parenthood gears up to celebrate its 100th anniversary on October 16, 2016. As Planned Parenthood turns 100 Years Strong, we are lifting up the real stories of the patients and providers who help make up the Planned Parenthood family.

The strategy is to "Show. Don't tell." Demonstrating Planned Parenthood's quality of care and the trust patients have in our providers through personal stories and vignettes creates a stronger impression on viewers than representing our work through data and statistics.

In her 13-part series, writer, director and independent filmmaker Brooke Sebold explores stories that represent the full range of Planned Parenthood care and services — too many of which have been overlooked in the current political landscape, including the services Planned Parenthood provides to the LGBTQ community and what it means to be a spiritual Catholic who also supports Planned Parenthood. Each video (between one and two minutes in length) is filmed to stand alone or as a series, with characters appearing throughout.

The series and individual stories were shared across Planned Parenthood digital channels, including Facebook, Twitter and Tumbr.


Online engagement far surpassed expectations through owned, earned and paid outreach.

Within two months of launch:

- 797,354 total video views

- 2,482,312 total impressions

- 8,981 Facebook likes

- 425,045 YouTube views

~47% of total likes of all videos in YouTube channel from past year

~43% of total video views of all videoes in YouTube channel from past year


Video for "Stories of Care: No Matter What." video series

Entrant Company / Organization Name

Planned Parenthood Federation of America


Entry Credits