Brand MarketingPlanned Parenthood Wants to Protect Your ‘Freedom to F*ck’ With New Fundraising EffortThe campaign targets younger folks in NYCBy Katie Richards|July 11, 2018Planned Parenthood's NYC chapter served over 60,000 New Yorkers in 2017.Planned ParenthoodShareBy Katie Richards|July 11, 2018ShareDear New Yorkers: Planned Parenthood of New York City has an important message for you all. If you want to continue to love and sleep with the person (or people) of your choosing, you might want to think about making a donation to the organization’s NYC chapter (which served over 60,000 New Yorkers in 2017).According to the campaign, “Protect Our Freedom to F*ck,” New Yorkers collectively have more sex than the rest of the country, so Planned Parenthood wants to ensure that all of the sexually active New Yorkers have access to reproductive health care.The campaign, from BBH N.Y., hits New York today and includes out-of-home, social, online video, digital display, print and a few retail partnerships.“Planned Parenthood of New York City had to be brave and make fearless decisions to overcome their daunting challenges. So our first goal was getting them to embrace that. Which they certainly did,” explained BBH NY CCO, Gerard Caputo. “We wanted to be celebratory in the face of massive opposition rather than plead their case in a typical PSA campaign that’s easy to ignore. ‘Freedom to F*ck’ is meant to speak to a younger generation more empowered than ever and hopefully willing to help. It all starts with the courage to do something different and we believe we have already succeeded.” While not directly mentioned in the creative work, the campaign comes shortly after Justice Anthony Kennedy announced his retirement. In the wake of that news many media outlets and social media users speculated about what that change would mean for women’s reproductive rights. With this work, Planned Parenthood NYC is calling on young New Yorkers to make a donation and spread the word that the organization is in need of funding and support.Outside of the bold and bright print and out-of-home work (and digital video directed by Smuggler’s Randy Krallman, shown above) Planned Parenthood NYC is also rolling out some swag (including bags and shirts). The organization also worked closely with a number of New York City establishments, including Nitehawk Cinema in Williamsburg and Overthrow Boxing to distribute the swag and promote the “Freedom to F*ck” campaign. CREDITS Client: Planned Parenthood of New York City Board Chair: Katie Danziger Chief Executive Officer and President: Laura McQuade Chief of External Affairs: Christina Chang Chief of Development: Keith Corso VP of Communications and Marketing: Adrienne Verrilli Communications Director: Carrie MumahAgency: BBH NY Chief Creative Officer: Gerard Caputo Group Creative Directors: Hugo Bierschenk, 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 Director of Business Affairs: 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 Strategy Director: Jenifer Murray Group Communications Planning Director:Darus Zahm Communications Planner: Christin Wiegand Production Artists: Benny Perez, Sam GillilandMedia Agency: MODCo Media President: Eileidh Bamford Business Manager: Libby Van Meter VP, Media: Jodi Andrews Associate Media Director: Jeff Klein Director, OOH: Felicia McClearyProduction Company: Smuggler Co-Founder: Brian Carmody Co-Founder: Patrick Milling-Smith Executive Producer: Sue Yeon Ahn Director: Randy Krallman Line Producer: Ian Blain DP: Ed DavidEditorial Company: Friendshop MD/ Partner: Melissa Mapes Editor: Ben Suenaga Assistant Editor: Josh Nowlan Producer: Laura ShacklefordAudio House: Sound Lounge Mixer: Seth Phillips Head of Production: Liana Rosenberg Producer: Becca FalbornMusic: The Mike Theodore Orchestra “The Bull”Music Consultant: Mind Your Music Founder, CEO: Karyn RachtmanVFX/Finishing: The Mill NYC Senior Producer: Freya Hewett Associate Producer: Ija Ochoa 2D Artist: Ben Kwok VFX Supervisor: Kieran Hanrahan Colorist: Michael RossiterPhotographers Jonathan Turton Abbey Drucker Ricky Rhodes Adweek Adweek