Creativity

'F*ck whoever the f*ck' you want, says Planned Parenthood

Explicit campaign from BBH targets millennials with rallying cry to protect freedoms and sexual health

By I-Hsien Sherwood. Published on Jul 09, 2018

Editor's Pick

Planned Parenthood of New York City isn't mincing words in its latest campaign. In a brazen and explicit video released Tuesday, city dwellers rattle off a list of people who should get "fucked," in a series of references to the common struggles of metropolitan living.

"Fuck anyone who's about to get fucked by the L train. Fuck manspreaders. Fuck subletters. Fuck anyone who can afford their rent." By the time the list rolls around to "Fuck your hot as fuck bartender," it becomes clear that the statements aren't dismissals, but encouragement.

New Yorkers have more sex than any other Americans, according to surveys by condom brands, and Planned Parenthood wants that sex to be safe. That means providing access to contraceptives, prophylactics, sex education, wellness and preventive exams and STD treatment, all of which is available from PPNYC at low or no cost.

That's all being threatened by lawmakers bent on restricting abortion rights and other sex-related health care. "Defund Planned Parenthood" has become a rallying cry for the GOP, and with the impending retirement of Justice Anthony Kennedy from the Supreme Court, the fate of Roe v. Wade is in doubt.

So the "Protect Our Freedom to F*ck" campaign from BBH ("fuck" is censored in print placements) is targeting millennials with its bold messaging. They're the demographic most likely to use PPNYC's services, as well as the ones whose votes could protect the organization.

Donated placements were secured through MODCo Media, including online video, social media, out-of-home, print, retail, branded merchandise and partnerships with brands like Sustain, Bulletin and Overthrow Boxing. They will appear where the audience is likely to see them: taxi cabs, bars and stores like. Nitehawk Cinema is also throwing a launch event.

Media partners include Nylon, Vice, New York Magazine, Reddit, Verifone, SheKnows, Bustle, SoundCloud, Rolling Stone and Complex, all of which have donated media space. Smuggler's Randy Krallman directed the 45-second video.

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Credits

Date
Jul 09, 2018
Client:
Planned Parenthood
Agency:
BBH
Board Chair:
Katie Danziger
Chief Executive Officer and President:
Laura McQuade
Chief of External Affairs:
Christina Chang
Chief of Development:
Keith Corso
Vice President, Communications and Marketing:
Adrienne Verrilli
Director, Communications:
Carrie Mumah
Chief Creative Officer:
Gerard Caputo
Group Creative Director:
Hugo Bierschenk
Group Creative Director:
Dean Woodhouse
Copywriter:
LIz Loudy
Art Director:
Casey Schweikert
Head of Design:
Bruno Borges
Designer:
Rachel Hess
Head of Production:
Kate Morrison
Executive Producer:
Abbie Noon
Producer:
Rebecca O'Neill
Senior Print Producer:
Rachel Freed
Business Affairs Director:
Librado Sanchez
Head of Account Management:
Brett Edgar
Account Supervisor:
Lucie Kittel
Account Manager:
Cristina Flores
Office Coordinator:
Elena Licursi
Chairman, Global Chief Strategy Officer:
Sarah Watson
Head of Strategy:
Kendra Salvatore
Director, Strategy:
Jenifer Murray
Group Communications Planning Director:
Darus Zahm
Communications Planner:
Christin Wiegand
Production Artist:
Benny Perez
Production Artist:
Sam Gilliland
Media Agency:
MODCo Media
President:
Eileidh Bamford
Business Manager:
Libby Van Meter
Vice President, Media:
Jodi Andrews
Associate Media Director:
Jeff Klein
Director, OOH:
Felicia McCleary
Production Company:
Smuggler
Co-Founder:
Brian Carmody
Co-Founder:
Patrick Milling-Smith
Executive Producer:
Sue Yeon Ahn
Director:
Randy Krallman
Line Producer:
Ian Blain
Director, Photography:
Ed David
Editorial Company:
Friendshop!
MD/ Partner:
Melissa Mapes
Editor:
Ben Suenaga
Assistant Editor:
Josh Nowlan
Producer:
Laura Shackleford
Audio House:
Sound Lounge
Mixer:
Seth Phillips
Head of Production:
Liana Rosenberg
Producer:
Becca Falborn
Music:
The Mike Theodore Orchestra "The Bull"
Music Consultant:
Mind Your Music
Founder, Chief Executive Offier:
Karyn Rachtman
Visual Effects/Finishing:
The Mill
Senior Producer:
Freya Hewett
Associate Producer:
Ija Ochoa
2D Artist:
Ben Kwok
Visual Effects Supervisor:
Kieran Hanrahan
Colorist:
Michael Rossiter
Photographer:
Jonathan Turton
Photographer:
Abbey Drucker

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