Gender Affirming Care Digital Marketing Campaign
The goal: Create a collection of visual assets for Planned Parenthood of Michigan's statewide gender affirming care launch.
The concept: Highlight individuals who have benefitted from gender-affirming healthcare and Planned Parenthood's new offerings.
The vision: Comfort, safety, joy. "Nothing about us without us."
The responsibilities: Creative treatment, model and location scouting, lighting design, talent direction, image capture, retouching, toning.
The result: 30-image collection used in graphics, social posts, advertisements, and on the organization's website. Program and campaign garnered national attention.
The legacy: Image licensing expanded to Planned Parenthood affiliates in Minnesota, Iowa, Nebraska, North Dakota, and South Dakota in August 2022, broadening the campaign's scope to six states.
Ashlea Phenicie, PPMI Interim Director of Communications and Project Coordinator: