Planned Parenthood
Planned Parenthood was constantly under attack during the Trump administration, and it felt like every week there was a new emergency. I pitched a concept to add some much-needed levity in a serious moment: This Valentine’s Day, break Mike Pence’s heart by donating to Planned Parenthood in his name.
The concept launched on email and paid media and took off immediately. The campaign was the highest-grossing fundraising moment for Planned Parenthood outside of an emergency, and continued to run for a few years.
I drafted the email copy for the original campaign, inviting supporters to take the extra step and send a message to the White House letting Mike Pence know a gift was made in his honor.
Concept: Megan Malloy
Copy: Megan Malloy
Design: Planned Parenthood Action Fund
Agency: M+R Strategic Services
Client: Planned Parenthood Federation of America
The campaign was complemented by a paid media campaign leveraging the same eye-catching creative. As part of the surround-sound push, Planned Parenthood published SEO-friendly blog content that dove deeper into VP Pence’s legacy of restricting reproductive rights—and how supporters could help.
