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Special Project

Special Project
From the 2nd Annual Shorty Social Good Awards

Sam Bee + Planned Parenthood's "Nasty Woman" Omaze Campaign

Gold Honor in Real Time Response


When the phrase "nasty woman" surfaced in the final 2016 presidential debate, it took off on social media and became a feminist rallying cry. Five days later, Omaze launched a t-shirt campaign with Full Frontal host Samantha Bee to raise money and awareness for Planned Parenthood, a champion of women's health. The goal of the campaign was to harness the power of this zeitgeist moment, coupled with Samantha Bee's influence, to raise awareness and deliver concrete impact for Planned Parenthood Advocacy Project of Los Angeles County.

When launching our e-commerce platform in 2015, Omaze aimed to raise awareness for causes by collaborating with influencers to sell custom merchandise. We hoped to leverage this new branch of our business to respond quickly and generate impact around current events, and this campaign achieved just that.

Strategy and Execution

First, we collaborated with Sam and her team to generate a t-shirt design that would excite people to purchase and contribute to the cause. As with all of our t-shirt campaigns, we took pride in the design and aimed to print on high quality shirts so donors would be excited to wear their tees and drive awareness for the cause for a long time to come. For this campaign, we wanted something simple yet bold and powerful, and decided on a solid black t-shirt featuring "Nasty Woman" in white text across the front.

From there, we worked with Sam's team to generate a series of creative campaign assets, including videos and photos, to promote the campaign via an integrated marketing plan. Our plan leveraged social media, PR, Omaze email lists and a segment on Sam's show, Full Frontal with Samantha Bee. With its second season underway and having received an Emmy nomination, Sam's show averaged 3.3 million viewers across platforms.

On the social media front, the campaign was supported by numerous posts across Facebook, Instagram and Twitter. Omaze posted 42 times promoting the campaign across platforms, and Full Frontal's pages posted 20 times. Post content consisted of audience members wearing the shirt, milestones of success from the campaign, and video clips from Sam's show, which were specially formatted to each platform to optimize for click through. Omaze also utilized Facebook paid media to maximize key assets such as a photo of Hillary Clinton herself holding the t-shirt, as well as graphics and gifs from Full Frontal shows, and impact updates about the campaign.

We pushed the campaign out to many outlets who boosted awareness by sharing the story, including CNN, AdWeek, The Hollywood Reporter, Bustle, Teen Vogue and more. Sam Bee also tapped celebrity friends to broaden the reach and impact. Sarah Paulson wore her "Nasty Woman" shirt in an appearance on Full Frontal and Debra Messing posted an Instagram photo from the Women's March on Washington with a "Nasty Woman" shirt prominently displayed. Hillary Clinton's tweet of a picture of herself holding the shirt helped the campaign cross the $1M mark for Planned Parenthood in its final week. Omaze also collaborated with Sam and her team to announce that the lucky person who helped the campaign cross $1M for Planned Parenthood would get their picture on Sam Bee's show, a thank you video, a basket of Full Frontal swag, and a blazer of Sam Bee's choice (in the end, this lucky winner was actually flown out to meet Sam herself!).


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Dinah Stevens, Senior Director of Public Affairs for Planned Parenthood Advocacy Project of Los Angeles County provided the following statement:

"We are incredibly grateful to Samantha Bee for her leadership on this initiative; she and her team have been amazingly committed partners. Collaborating with Omaze allowed us to reach an audience that would have been largely unavailable without the celebrity platform and the marketing and outreach that Omaze does. Reaching new donors using traditional fundraising practices can be expensive and staff intensive for a non-profit; Omaze provides those services in a way that is fairly easy and requires relatively little lift internally. In addition to the critical funds raised, it has been inspiring to know that thousands of women and men all over the world have come together to support reproductive health care access by getting a 'Nasty Woman' t-shirt."


Video for Sam Bee + Planned Parenthood's "Nasty Woman" Omaze Campaign

Entrant Company / Organization Name

Omaze, Samantha Bee & Planned Parenthood Advocacy Project of Los Angeles County