How Planned Parenthood Advertises on Meta

# Ad summary This ad uses an iceberg graphic to illustrate the services provided by Planned Parenthood. The portion of the iceberg above the water line lists the services that people commonly associate with Planned Parenthood, while the portion below the water line lists the other services that Planned Parenthood provides. # Brand positioning This ad for Planned Parenthood aims to broaden public perception of the brand. While Planned Parenthood is often associated with abortion and birth control, this ad seeks to highlight the other health services that the organization provides, such as cancer screenings, STI testing and treatment, and prenatal care. The ad positions Planned Parenthood as a comprehensive healthcare provider for a wide range of needs. # Product This ad promotes Planned Parenthood health centers and the services they provide. The ad uses an iceberg graphic to illustrate the wide range of services offered. Above the water line, the ad lists "Birth control" and "Abortion," representing the services most commonly associated with Planned Parenthood. Below the water line, the ad lists additional services, including "Cancer screenings," "Vasectomies," "STI testing & treatment," "Pregnancy testing & planning," "Wellness exams," "Mental health services," "Prenatal and postpartum services," and "Gender-affirming care." The ad aims to inform viewers about the full scope of healthcare services available at Planned Parenthood. # Visual style The ad features a clean, minimalist design with a focus on clarity and information. The iceberg graphic is rendered in a geometric style, giving it a modern and professional look. The color palette is limited to shades of blue and white, creating a calming and trustworthy feel. The overall aesthetic is informative and educational, aiming to convey a message of comprehensive healthcare services. # Hooks Headline: WHAT PEOPLE THINK PLANNED PARENTHOOD HEALTH CENTERS PROVIDE # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad begins by presenting the common public perception of Planned Parenthood, listing "Birth control" and "Abortion" as the primary services offered. This is conveyed from the perspective of the general public, highlighting the limited understanding of the organization's full scope of services. The intention is to capture the viewer's attention by addressing a common misconception. - The ad then reveals the lesser-known services provided by Planned Parenthood, including "Cancer screenings," "Vasectomies," "STI testing & treatment," "Pregnancy testing & planning," "Wellness exams," "Mental health services," "Prenatal and postpartum services," and "Gender-affirming care." This is presented from the perspective of Planned Parenthood, aiming to educate the audience about the breadth of their healthcare offerings. The intention is to broaden the viewer's understanding of Planned Parenthood and position it as a comprehensive healthcare provider.

# Ad summary This ad for Planned Parenthood features a woman explaining the importance of the organization, especially in the wake of the Supreme Court overturning Roe v. Wade. The woman explains that Planned Parenthood provides abortion, birth control, and so much more, and that everyone deserves access to reproductive and sexual healthcare, including abortion, as it's a human right. The ad encourages viewers to donate today by going to PlannedParenthood.org/protect. # Brand positioning Planned Parenthood is presented as a crucial organization committed to providing reproductive and sexual healthcare services, especially for women in America. The brand's positioning is rooted in advocating for individual freedom in making decisions about one's own body and future. It underscores the essential nature of access to birth control and abortion, especially in light of recent legislative changes impacting reproductive rights. By emphasizing the number of patients served annually, the ad projects a sense of reliability and widespread trust in the brand's services. Planned Parenthood operates as a resource for those who need access to care and underscores that everyone deserves access to reproductive and sexual healthcare, including abortion as a human right. The brand positions itself as more crucial and committed than ever to serve its patients in the wake of Roe vs. Wade overturning. # Product Planned Parenthood is described as a healthcare organization that provides essential reproductive and sexual health services, including abortion, birth control, and more. The services are positioned as being essential and life-saving, particularly for women in America. The ad mentions that more than 2 million patients rely on Planned Parenthood Centers annually. In the context of current legislative challenges, the ad emphasizes Planned Parenthood's commitment to being there for patients who need access to care and implies they are a crucial resource for reproductive and sexual healthcare. # Visual style The ad has a UGC style, with a single person speaking directly to the camera in what appears to be her bedroom. The quality is medium, without any apparent high-end production elements. The editing is fairly static with few transitions. The aesthetic has a casual tone, suitable for an earnest conversation about an important topic. Pacing is slow and deliberate. Audio-visual sync is continuous, with the speaker’s words matching her lip movements. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action donate today by going to plannedparenthood.org/ protect thank you! # Point of view - [object Object] # Storyline - 00:00–00:06 The creator establishes a personal connection by identifying as a young woman in America who believes access to birth control is a life-saving tool. The intention is to immediately establish a sense of relevance and urgency to the topic, framing it from an individual perspective that emphasizes importance and safety. The tone is earnest and sincere. - 00:06–00:12 She asserts that everyone should have the freedom to make their own decisions about their bodies and futures. The intention here is to establish a core value of personal autonomy, which connects with viewers on a fundamental level and sets the stage for the advocacy message. The tone is firm and declarative, reflecting a strong conviction in individual rights. - 00:12–00:19 She provides data, stating that more than 2 million patients a year rely on Planned Parenthood Centers, which provide abortion, birth control, and so much more. This reinforces the organization's importance and the broad scale of its impact, lending credibility to the cause. The tone is informational and matter-of-fact, allowing the numbers to speak for themselves. - 00:19–00:27 The creator directly addresses the recent Supreme Court decision to overturn Roe v. Wade, explaining that Planned Parenthood has been even more committed to being there for patients who need access to care. This pivots the narrative to respond to a significant event, increasing the immediate relevance and emphasizing the organization's steadfast commitment during challenging times. The tone is resolute and determined, demonstrating unwavering support for patient care. - 00:27–00:32 The creator asserts that Planned Parenthood knows everyone deserves access to reproductive and sexual healthcare, including abortion, which is described as a human right. The intention is to establish the organization's values. The tone is assertive, and clear. - 00:32–00:35 She reinforces the urgency of the cause by stating that Planned Parenthood needs viewers' help more than ever. This is intended as a transition to a direct call to action, creating a sense of immediate need and opportunity for viewers to contribute. The tone is urgent and motivational, encouraging viewers to take action. - 00:35–00:40 The creator gives a direct call to action, urging viewers to donate today by going to PlannedParenthood.org/protect. This is the concluding moment of the ad, designed to translate interest and concern into immediate action, reinforcing the organization's mission and inviting viewers to support it. The tone is persuasive, direct, and grateful.

# Ad summary This image ad for Planned Parenthood uses a simple design with bold text to convey a message about health and rights. # Brand positioning Planned Parenthood is presented as an advocate for health and rights. The brand positions itself as an organization that is fighting for these rights, suggesting a proactive and protective stance. The brand's values align with empowerment, advocacy, and the protection of individual freedoms related to healthcare. The brand pushes against any perceived threats to these rights, positioning itself as a defender of essential services and choices. # Product This ad does not feature a specific product, but rather promotes Planned Parenthood as an organization. The ad serves to raise awareness and support for the organization's mission related to health and rights. The ad does not address specific purchase barriers, as it is not selling a product, but rather advocating for a cause. # Visual style The ad has a clean and minimalist visual style. It features a simple color palette of light blue, pink, and dark blue. The typography is bold and straightforward. The overall design is intended to be easily scannable and attention-grabbing. # Hooks Headline: OUR HEALTH AND RIGHTS ARE ON THE LINE. # Benefits - [object Object] # Features - [object Object] # Call to action LEARN MORE # Point of view - [object Object] # Storyline - The ad opens with a bold statement: "OUR HEALTH AND RIGHTS ARE ON THE LINE." This is intended to grab the viewer's attention and convey a sense of urgency. The brand is telling the audience that something important is at stake. - A pink button with the text "LEARN MORE" is included to encourage the viewer to take action and seek further information. The brand is inviting the audience to engage and become more informed. - The ad concludes with the "I'M FOR PLANNED PARENTHOOD" logo, reinforcing the brand's identity and message. The brand is making a clear statement of its values and inviting others to align with its cause.

# Ad summary This ad by Planned Parenthood features a woman applying make up while speaking about the importance of women's health rights. # Brand positioning Planned Parenthood is portrayed as an organization dedicated to ensuring everyone has access to comprehensive healthcare. The ad aligns Planned Parenthood with the values of thought, empathy, and a commitment to patient experience, and that they need your support now more than ever. # Product The ad uses a variety of makeup products to demonstrate the importance of healthcare and access to Planned Parenthood. The products include foundation, concealer, blush, and powder. The woman uses these products to show a makeup routine and the application of these products goes on as she explains Planned Parenthood and their current goals. # Visual style The ad has a UGC feel with natural lighting and a static camera. The production quality is casual and friendly. The ad is filmed selfie-style, which supports the intended tone of casualness and personal point of view. The pacing is even throughout the ad with an editing style of static shots. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Give now at Planned parenthood.org/protect # Point of view - [object Object] # Storyline - 00:00–00:07 00:00–00:07 The woman in the video applies makeup as she talks about the freedom of having access to sexual and reproductive health care, and that today's generation of women have fewer reproductive rights than her mother and grandmother. The tone is serious and somber as she speaks to the audience and uses specific examples. The perspective is from a young woman who is concerned about the reproductive rights of herself and others. - 00:08–00:13 00:08–00:13 The woman continues applying makeup as she shares the statistic that more than 20 states have abortion bans, and that this affects the nearly 29 million people living in those states. The tone is still serious and somber. The woman is providing facts about the limitations of women's rights. The perspective is from the woman applying makeup, and speaking directly to the audience. - 00:14–00:22 00:14–00:22 The woman mentions that she recently visited a Planned Parenthood health center and was very moved by the thought and empathy in every detail of the patient experience. The perspective is from the woman who visited Planned Parenthood and wants to share her experience with viewers. - 00:22–00:29 00:22–00:29 Planned Parenthood is fighting to ensure everyone has access to care and needs support more than ever. The woman recommends going to PlannedParenthood.org to give and protect the organization. She speaks to the viewer to encourage them to support the organization. Her tone is persuasive and passionate.

# Ad summary An illustrated ad for Planned Parenthood stating that everyone is welcome at their health centers, regardless of immigration status. # Brand positioning This ad positions Planned Parenthood as a welcoming and accessible healthcare provider for all, regardless of immigration status. The brand aims to occupy a space of inclusivity and non-discrimination, suggesting that healthcare is a right, not a privilege, and they are there to provide it. The brand promotes values of equality, support, and community care, pushing against potential barriers to healthcare access based on immigration status. This brand positioning is emotionally driven, focused on providing reassurance and support to vulnerable populations. # Product The ad promotes access to healthcare services at Planned Parenthood health centers. It emphasizes that these services are available to everyone, irrespective of their immigration status. The key offering is accessible and non-discriminatory healthcare, which addresses potential barriers such as fear or uncertainty about eligibility due to immigration status. This ad is designed to reassure individuals that they can seek medical care without concern, highlighting Planned Parenthood as a safe and welcoming space for all. # Visual style The ad has a clean, simple, and welcoming visual style. The production quality is high, utilizing a flat, cartoon-like illustration with a limited color palette. The visual motifs include clean lines, solid colors, and a focus on the building as the central element. The image treatment is minimal, with no apparent filters or effects, creating a modern, approachable look. The typography is integrated seamlessly, with clear and legible text that reinforces the message of inclusivity. This style contrasts with typical healthcare ads, aiming to be less clinical and more inviting, which enhances scannability and stop power in the feed. # Hooks Headline: EVERYONE IS WELCOME AT # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens by declaring, "EVERYONE IS WELCOME AT PLANNED PARENTHOOD HEALTH CENTERS," setting the tone of inclusivity and accessibility. This message is conveyed from Planned Parenthood's perspective, emphasizing its commitment to serving a diverse population. - The visual features a stylized illustration of a Planned Parenthood health center, reinforcing the welcoming message. This perspective offers a visual representation of the organization's physical presence and reinforces the idea of a safe and accessible location. - The ad concludes with the statement, "REGARDLESS OF YOUR IMMIGRATION STATUS," reiterating the central theme of non-discrimination. Planned Parenthood is explicitly assuring individuals that their immigration status will not be a barrier to receiving care.

# Ad summary A UGC-style ad for Planned Parenthood features a woman on a walk who shares facts about how access to birth control helps people reach their goals, highlighting that the college dropout rate was 35% lower among people of reproductive age who could get birth control versus those who couldn't. She shares that Planned Parenthood was there for her when she was between insurance periods, providing her with healthcare screenings and birth control until her insurance kicked in. She then explains that birth control and reproductive rights are under attack and encourages viewers to join her in supporting Planned Parenthood now at PlannedParenthood.org/protect. # Brand positioning Planned Parenthood is presented as a compassionate and informative healthcare provider that supports people with routine healthcare screenings and birth control, regardless of their insurance status. The brand aligns with the values of reproductive health and rights, advocating for access to birth control as a privilege that is under attack. Planned Parenthood positions itself as an ally for the vast majority of Americans who support reproductive health. # Product The advertised product is Planned Parenthood's healthcare services, specifically routine healthcare screenings and birth control access. These services are for people of reproductive age, particularly those who may experience gaps in insurance coverage. The ad highlights Planned Parenthood's unique selling points of compassionate and informative care, ensuring access to birth control even when insurance is lacking. The ad addresses the purchase barrier of insurance coverage by showcasing Planned Parenthood's ability to provide services during insurance gaps. The ad is telling the viewer that Planned Parenthood is worth supporting because it provides essential healthcare services to those who need it, regardless of their insurance status, and also advocates for reproductive health and rights. # Visual style The ad has a UGC feel, with a handheld camera and natural lighting. The editing style is simple, with static shots and direct cuts between them. The production quality is casual, which supports the intended tone of authenticity and relatability. There are no visual motifs beyond the text overlays at the bottom of the screen. The pacing is moderate, with the focus on the spoken content rather than rapid visual changes. The audio and visual elements are synced to the woman's speech, with text overlays matching her spoken words. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Please join me in supporting Planned Parenthood now at PlannedParenthood.org/protect # Point of view - [object Object] # Storyline - 00:00–00:16 The ad begins with a woman walking outside, speaking directly to the camera. She asks if the viewer knew that access to birth control helps people reach their goals and stay in school, stating that when birth control became more widely available in the United States, the college dropout rate was 35% lower among people of reproductive age who could get birth control than those who couldn't. This conveys the message that access to birth control is essential for achieving educational goals. The perspective is from a customer sharing a surprising statistic, creating curiosity and setting the stage for personal testimony. The tone is informative and empowering, emphasizing the importance of reproductive health. - 00:16–00:32 The woman shares her personal experience with Planned Parenthood, stating that they were there for her in the summer between her masters and PhD, when she was between insurance periods. She explains that the staff at Planned Parenthood's health center were compassionate and informative as they supported her through routine healthcare screenings and getting her new birth control until her insurance kicked in. This highlights the accessibility and support provided by Planned Parenthood. The perspective is from a customer sharing a testimonial, building trust and demonstrating the brand's value. The tone is grateful and appreciative, emphasizing the positive impact of Planned Parenthood. - 00:32–00:45 The woman transitions to a broader message, stating that access to birth control is a privilege and that across the country, birth control and other reproductive health and rights are under attack from lawmakers who are out of step with the vast majority of Americans. This emphasizes the urgency and importance of supporting reproductive rights. The perspective is from an advocate raising awareness about the threats to reproductive health. The tone is urgent and passionate, conveying the need for action and support. - 00:45–00:54 She ends the ad with a call to action, stating that Planned Parenthood needs your support so they can fight back together. She asks the viewer to join her in supporting Planned Parenthood now at PlannedParenthood.org/protect. This conveys the message that collective action is necessary to protect reproductive rights. The perspective is from an advocate inviting viewers to join the cause, creating a sense of community and shared purpose. The tone is encouraging and inclusive, motivating viewers to take immediate action.

# Ad summary This Planned Parenthood advocacy ad highlights the importance of reproductive healthcare, emphasizing the urgency for action in the face of challenges to access. It conveys a message of empowerment and encourages viewers to stand with Planned Parenthood to protect essential healthcare services. # Brand positioning Planned Parenthood is presented as a steadfast provider of essential reproductive healthcare services. The ad emphasizes Planned Parenthood's role as an advocate and protector of these rights in the face of legal and political challenges. The brand aligns itself with values of care, empowerment, and healthcare access for all, positioning itself against any forces that seek to restrict or eliminate reproductive healthcare services. The tone is urgent and determined, aimed at galvanizing support for its mission. # Product The product is Planned Parenthood's reproductive healthcare services, including but not limited to cancer screenings and other care not related to abortion. The ad speaks to the services that Planned Parenthood provides for the communities they serve, explicitly stating that they need you on their side. There is a call to action to 'Learn More' which could allow users to get involved with the organization through donating or volunteering. # Visual style The ad has a political, activist, and urgent aesthetic. The editing style includes quick cuts and transitions. The ad transitions to a polished commercial graphic at the end. The music and sounds are timed to the message of the ad. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action LEARN MORE # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04 News segments are shown layered on top of each other showing reporters covering planned parenthood and reproductive healthcare. - 00:04–00:07 00:04–00:07 The volume of the news reports lowers and the text overlay states, 'enough with the noise, it's time to act'. - 00:07–00:14 00:07–00:14 The Planned Parenthood logo is shown, and the text overlay states, 'We need you on our side', with the call to action to Learn More.

# Ad summary The ad addresses the defunding of Planned Parenthood and the need to help support these organizations by highlighting the services they offer and how accessible they are. # Brand positioning The ad is for Planned Parenthood. This brand positions itself as an advocate for accessible and affordable healthcare for all, no matter where people live or how much they make. The ad also portrays the brand as an organization that can provide a wide range of services, from wellness exams to STI testing. # Product Planned Parenthood is a non-profit organization that provides a wide range of reproductive health care and sexual health services. It seeks to provide services like Pap tests, breast exams, STI testing, birth control, and vaccines to all, especially those with limited access to healthcare providers. # Visual style The video looks like typical UGC content, but still has a slightly polished feel with good lighting and clear shots. The shots are quick cuts with no transitions. The BPM is very high, and it mostly focuses on the woman speaking. The production quality is good. Overall, the tone feels serious but still friendly. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Learn more at PlannedParenthood.org # Point of view - [object Object] # Storyline - 00:00–00:13 00:00–00:13 The creator introduces the topic: she had trouble getting a wellness exam in her new city on the Central Coast of California. The audience is meant to be positioned as someone experiencing the inconvenience of limited access to healthcare. - 00:13–00:20 00:13–00:20 The creator decides to call her gyno, but they were booked for over a year for a wellness exam, which she found shocking. The audience is meant to be positioned as someone who understands the pain point of long wait times for healthcare services. - 00:20–00:25 00:20–00:25 The creator says this got her thinking. The audience is meant to be positioned as someone who's about to have their point of view challenged. - 00:25–00:34 00:25–00:34 Over the summer, the creator found the Planned Parenthood booth at a fair and decided to see how close one was to her. She also wanted to find out their availability for a wellness exam. The audience is meant to be positioned as someone who is now considering the alternative of Planned Parenthood. - 00:34–00:43 00:34–00:43 The creator says that there was one in her town, and she was able to get an appointment that same week, which she emphasizes over waiting a year. The audience is meant to be positioned as someone who is intrigued at the accessibility that Planned Parenthood provides. - 00:43–00:47 00:43–00:47 The creator says the staff was kind, the process was easy, and it reminded her how important Planned Parenthood is to communities. The audience is meant to be positioned as someone who now believes in the benefits of Planned Parenthood. - 00:47–01:13 00:47–01:13 The creator says that Planned Parenthood health centers are already starting to close in her state, and she doesn't know how many can remain open or for how long, and this makes her realize how vital they are. She lists a few of the services that Planned Parenthood offers. The audience is meant to be positioned as someone who is now informed on the problems and services of Planned Parenthood. - 01:13–01:25 01:13–01:25 The creator says that she learned this summer that more than half of patients rely on Medicaid to get the care they need. She continues, saying that the Trump administration and its backers passed a law to target Planned Parenthood and defund health centers. The audience is meant to be positioned as someone who now knows the context of the issue that faces Planned Parenthood. - 01:25–01:33 01:25–01:33 The creator says this is making basic care a political issue, which is not right. She continues, saying that this defund law means cancers will go undetected, STIs will go untreated, and people will have to travel hours to see a doctor. The audience is meant to be positioned as someone who now understands the weight and seriousness of this political issue. - 01:33–01:45 01:33–01:45 The creator says that, if this keeps happening, people like her will be forced to delay or forgo care entirely, and studies show that there's no other organization that can fully replace the affordable healthcare that Planned Parenthood health centers provide. The audience is meant to be positioned as someone who now agrees with this viewpoint. - 01:45–01:59 01:45–01:59 The creator finishes by stating the importance of protecting and supporting Planned Parenthood because everyone deserves access to care, no matter where they live or how much they make, and Planned Parenthood needs your support now more than ever. She then directs viewers to PlannedParenthood.org. The audience is meant to be positioned as someone who now wants to help by supporting Planned Parenthood.

# Ad summary This ad encourages viewers to add their name to a lawsuit in support of Planned Parenthood. The ad uses a bold color scheme and simple text to convey its message. # Brand positioning This ad positions Planned Parenthood as an organization that is currently involved in a lawsuit and needs public support. The brand is presented as an advocate for reproductive rights, seeking to mobilize individuals to join their cause. The brand aligns with values of activism, community involvement, and standing up for women's health. The brand pushes against any opposition to reproductive healthcare and aims to occupy a space in the consumer's mind as a vital resource and advocacy group. # Product This ad is not promoting a physical product but rather encouraging individuals to add their name to a lawsuit in support of Planned Parenthood. The call to action is to show solidarity and support for the organization's legal battles. The ad addresses the barrier of inaction by providing a simple way for people to get involved and make their voices heard. The ad aims to convey that by adding their name, individuals can contribute to the cause and stand with Planned Parenthood. # Visual style The ad has a bold and graphic visual style with a focus on clear messaging. The use of bright pink and dark blue creates a striking contrast, while the simple text and shapes make the ad easy to read and understand. The overall design is clean and modern, with a focus on conveying the message quickly and effectively. # Hooks Headline: OUR LAWSUIT CONTINUES # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action ADD YOUR NAME # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad opens with a bold statement that "OUR LAWSUIT CONTINUES," immediately informing the audience of the ongoing legal battle. This message is intended to create a sense of urgency and importance, told from the brand's perspective. - The ad then prompts the viewer to "ADD YOUR NAME," directly inviting them to participate in the cause. This is a call to action from the brand, encouraging the audience to take a specific step to support the lawsuit. - Finally, the ad concludes with the statement "I'M FOR PLANNED PARENTHOOD," reinforcing the organization's mission and values. This message is presented from the perspective of a supporter, aligning the viewer with the cause and encouraging them to identify with the brand.

# Ad summary This ad is for Planned Parenthood. It states that the First Circuit Court allows the Trump administration to "defund" Planned Parenthood and asks viewers to add their name. # Brand positioning This ad positions Planned Parenthood as an organization that needs support. The ad uses urgent language to convey the importance of the organization and the need for immediate action. The brand aligns with values of social justice and healthcare access. The ad pushes against political actions that threaten the organization's funding and ability to provide services. # Product This ad does not feature a physical product. Instead, it promotes Planned Parenthood as an organization and encourages viewers to support it by adding their name to a petition or list. The ad highlights the threat of defunding and implies that support is crucial to maintaining the organization's services. # Visual style The ad has a simple, direct visual style with a focus on text and a clear call to action. The use of bold colors and urgent language creates a sense of immediacy. # Benefits - [object Object] # Features - [object Object] # Call to action ADD YOUR NAME # Point of view - [object Object] # Storyline - 00:00–00:05 The ad presents an urgent message about the First Circuit Court allowing the Trump administration to "defund" Planned Parenthood. - 00:00–00:05 The ad prompts viewers to take action by adding their name to support Planned Parenthood.

# Ad summary This ad features two women discussing the importance of abortion access and encouraging viewers to donate to abortion funds or Planned Parenthood. # Brand positioning Planned Parenthood is presented as a vital organization that provides essential healthcare services, including abortion, and advocates for reproductive rights. The ad emphasizes the importance of supporting Planned Parenthood to ensure that individuals have access to the care they need, positioning the organization as a crucial resource in a time when reproductive rights are under threat. The brand aligns with values of empowerment, access to healthcare, and reproductive freedom, pushing against restrictions on abortion access and promoting the idea that everyone deserves the right to make their own healthcare decisions. The brand positioning is both functional, in terms of providing healthcare services, and emotional, in terms of empowering individuals to control their reproductive health. # Product The ad promotes donations to abortion funds and Planned Parenthood as a means of ensuring access to safe, legal abortions. It highlights the importance of supporting these organizations to help individuals get the care they need, especially in light of recent restrictions on abortion access. The ad addresses the barrier of limited access to abortion services by encouraging viewers to donate to organizations that provide financial and logistical support to those seeking abortions. The ad emphasizes that banning abortions does not stop people from needing them, but rather puts them in desperate situations, underscoring the importance of supporting organizations that provide access to this essential healthcare service. # Visual style The ad has a polished, professional aesthetic with a focus on clear and direct communication. The editing style is simple, with static shots and smooth transitions. The production quality is high, with good lighting and clear audio. The pacing is consistent, with a focus on delivering information in a straightforward manner. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Donate to abortionfunds.org or support your local Planned Parenthood at plannedparenthood.org/calljane. # Point of view - [object Object] # Storyline - 00:00–00:08 The ad begins with a woman stating that for nearly 50 years, Roe versus Wade was the law of the land, and people had the constitutional right to safe, legal abortion. This sets the stage by establishing the historical context of abortion rights in the United States and highlighting the importance of the now-overturned Roe v. Wade decision. The perspective is from the brand, delivered in a serious and informative tone. - 00:09–00:17 The woman continues by stating that banning abortion does not stop people from needing abortions, but rather puts them in desperate situations. This emphasizes the negative consequences of restricting abortion access and underscores the importance of ensuring that people have access to safe, legal abortion services. The perspective is from the brand, delivered in a serious and concerned tone. - 00:17–00:30 The woman concludes by encouraging viewers to donate to abortionfunds.org or support their local Planned Parenthood at plannedparenthood.org/calljane to ensure that others can get the care they need. This provides viewers with a concrete action they can take to support abortion access and emphasizes the importance of collective action in protecting reproductive rights. The perspective is from the brand, delivered in an encouraging and empowering tone.

# Ad summary A woman explains the importance of Planned Parenthood and how it has helped her and others get the care they need. She is making sangria while she speaks. # Brand positioning Planned Parenthood is presented as a trusted healthcare provider that offers affordable, judgment-free care. The brand is positioned as an essential resource for sexual and reproductive health, particularly for those in states with limited access to comprehensive care. The ad emphasizes Planned Parenthood's role in ensuring individuals can make informed decisions about their bodies and access necessary services, especially in the face of government attacks on reproductive healthcare. The brand aligns with values of empowerment, health, and well-being, advocating for everyone's right to essential care. # Product The ad focuses on Planned Parenthood's healthcare services, which include STI testing and treatments, pap tests, breast exams, birth control, and HPV vaccines. These services are presented as essential for maintaining sexual and reproductive health. The ad highlights that Planned Parenthood provides these services to over 2 million patients annually, emphasizing its accessibility and reach. The ad addresses the potential loss of care for over 1 million patients due to defunding, underscoring the importance of Planned Parenthood in providing reliable and accessible healthcare. The ad also emphasizes the judgment-free aspect of the care provided, making it a safe and trusted resource for individuals seeking reproductive health services. # Visual style The ad has a UGC feel, with a casual, unpolished aesthetic. The editing style is simple, with static shots and minimal transitions. The production quality is low-fi, which supports the intended tone of authenticity and personal connection. The pacing is consistent, with a moderate number of cuts per minute. The audio-visual sync is loose, with the text overlays generally timed to the voiceover lines. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Learn more. # Point of view - [object Object] # Storyline - 00:00–00:09 The video begins with the creator stating that Planned Parenthood health centers provide more than 9 million services to more than 2 million patients, including STI testing and treatments, pap tests, breast exams, birth control, HPV vaccines and more. This is intended to highlight the breadth of services that Planned Parenthood provides. The perspective is from the creator, who is speaking directly to the audience in a casual, informative tone. - 00:09–00:12 The creator states that all of these services are at risk now that the Trump administration has "defunded" Planned Parenthood. This is intended to create a sense of urgency and concern. The perspective is from the creator, who is speaking directly to the audience in a serious, concerned tone. - 00:12–00:18 The creator states that because of the defunding, more than 1 million patients could lose care, and as many as 200 Planned Parenthood health centers could shut down. This is intended to emphasize the potential impact of the defunding. The perspective is from the creator, who is speaking directly to the audience in a serious, concerned tone. - 00:18–00:29 The creator states that with the government's attacks on reproductive health care, we are witnessing in real time how our freedom to make decisions about our own bodies can be taken away by lawmakers who are supposed to care about our health and our well-being. This is intended to highlight the political context of the issue and the potential consequences for individual autonomy. The perspective is from the creator, who is speaking directly to the audience in a serious, concerned tone. - 00:29–00:36 The creator shares her personal experience, stating that she grew up in Oklahoma where Planned Parenthood centers and reproductive rights are nearly always under threat, and that she learned firsthand how hard it can be to get reliable health care. This is intended to add a personal dimension to the issue and to establish the creator's credibility. The perspective is from the creator, who is speaking directly to the audience in a personal, reflective tone. - 00:36–00:41 The creator continues her personal story, stating that they didn't have comprehensive sex education growing up, and Oklahoma ranks as one of the worst states for reproductive health outcomes. This is intended to further emphasize the challenges faced by people in Oklahoma. The perspective is from the creator, who is speaking directly to the audience in a personal, reflective tone. - 00:42–00:45 The creator states that when she needed affordable, judgment-free care, Planned Parenthood was there. This is intended to highlight the value of Planned Parenthood and to encourage others to support it. The perspective is from the creator, who is speaking directly to the audience in a grateful, appreciative tone. - 00:45–00:50 The creator states that she doesn't want to live in a world where she can no longer get the care that saved her when she needed it the most. This is intended to create an emotional connection with the audience and to further emphasize the importance of Planned Parenthood. The perspective is from the creator, who is speaking directly to the audience in an emotional, heartfelt tone. - 00:50–00:54 The creator states that every person deserves to see their trusted Planned Parenthood provider for essential care. This is intended to reinforce the message that Planned Parenthood is a valuable resource for everyone. The perspective is from the creator, who is speaking directly to the audience in a supportive, encouraging tone. - 00:54–01:02 The creator states that Planned Parenthood is fighting until this unconstitutional "defunding" attack is overturned and until everyone, everywhere, can get the care they need. This is intended to inspire hope and to encourage the audience to take action. The perspective is from the creator, who is speaking directly to the audience in a determined, resolute tone. - 01:02–01:11 The creator states that "defunding" Planned Parenthood denies people the reliable, accessible sexual and reproductive health care they need to stay safe, healthy, and in control of their lives. This is intended to emphasize the negative consequences of defunding Planned Parenthood. The perspective is from the creator, who is speaking directly to the audience in a serious, concerned tone. - 01:11–01:14 The creator concludes by stating that Planned Parenthood needs your support now more than ever, and encourages viewers to learn more. This is intended to prompt the audience to take action and support Planned Parenthood. The perspective is from the creator, who is speaking directly to the audience in a persuasive, urgent tone.

# Ad summary A woman volunteers for Planned Parenthood and shares the importance of the organization while doing her nails. # Brand positioning Planned Parenthood is presented as a vital healthcare provider, especially for those who may not have access to other providers or who rely on Medicaid. The ad emphasizes the organization's commitment to reproductive freedom and its role in ensuring that women have access to essential services. The brand is positioned as a place to go when you don't know where to go, highlighting its accessibility and importance in the healthcare system. # Product The ad does not feature a specific product. Instead, it focuses on the services provided by Planned Parenthood health centers, including cancer screenings, wellness checkups, thyroid screenings, STI testing, and birth control. These services are presented as essential and vital to millions of people, particularly women of reproductive age. The ad addresses the barrier of access to healthcare, especially for those covered by Medicaid, by highlighting that Planned Parenthood accepts Medicaid and provides a place to go when other providers are not accessible. # Visual style The ad has a casual, UGC feel with natural lighting. The editing style consists of static shots with occasional close-ups of the hands. The production quality is simple, supporting the tone of a personal conversation. The pacing is consistent, with a moderate number of cuts per minute. The audio and visual elements are synced, with the visuals supporting the spoken content. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Learn more # Point of view - [object Object] # Storyline - 00:00–00:02 The video begins with the creator doing her nails and inviting viewers to join her while she shares what she's learned volunteering for Planned Parenthood. - 00:03–00:09 She discusses the Trump administration's law to defund Planned Parenthood, explaining that it will take away care from over a million people and force health centers to shut down. - 00:09–00:12 She emphasizes that this will devastate not just Planned Parenthood patients but the country's entire healthcare system. - 00:13–00:21 The creator shares that volunteering for Planned Parenthood has shown her how many people get their regular, routine care at Planned Parenthood health centers, which lawmakers don't want people to know. - 00:21–00:27 She mentions meeting people who rely on Planned Parenthood health centers for cancer screenings, wellness checkups, thyroid screenings, STI testing, birth control, and more. - 00:28–00:33 The creator expresses her concern about what the already broken healthcare system will become if people cannot get these services. - 00:34–00:42 She explains that defunding means as many as 200 Planned Parenthood health centers could close, forcing patients to travel further and wait longer for care. - 00:43–00:54 The creator shares a personal anecdote about noticing a book at a Planned Parenthood health center where patients could write messages to the staff, noting that the messages shared a common theme of gratitude. - 00:55–01:04 She states that she's never been moved to express her written gratitude to the staff at a doctor's appointment before, and that is what makes Planned Parenthood unique and vital to millions of people. - 01:05–01:09 The creator emphasizes that despite constant attempts to undermine their work, Planned Parenthood staff show up for their patients. - 01:10–01:16 She states that when you don't know where to go or don't have access to another provider, you can go to Planned Parenthood. - 01:17–01:26 The creator shares that she's learned in her volunteering how hard it can be to get healthcare if you're covered by Medicaid because not every provider takes Medicaid, and over half of Planned Parenthood patients use Medicaid to cover essential services. - 01:27–01:37 She expresses that it is a terrifying time to be a woman of reproductive age in the United States and doesn't want to imagine how much more terrifying it could get if Planned Parenthood can't continue to fight for reproductive freedom. - 01:38–01:44 The creator concludes by stating that without reproductive health and rights, we'll never be safe and we'll never be free, urging viewers to support Planned Parenthood now more than ever and learn more.

# Ad summary This ad promotes Planned Parenthood and encourages viewers to support the organization. The ad features a woman speaking directly to the camera, explaining that Planned Parenthood is at risk of being defunded and that the majority of Americans oppose this. She emphasizes the importance of Planned Parenthood for providing vital and affordable healthcare, including birth control, wellness exams, and cancer screenings. The ad concludes with a call to action to learn more and support Planned Parenthood. # Brand positioning This ad positions Planned Parenthood as a vital healthcare provider for communities in need, offering affordable and essential services like birth control, wellness exams, and cancer screenings. The brand is presented as a crucial resource that is currently under threat due to lawmakers' opposition to sexual and reproductive healthcare. The ad aims to evoke a sense of urgency and rally support for Planned Parenthood, emphasizing that defunding the organization is against the will of the majority of Americans. The brand aligns with values of accessible healthcare, community support, and reproductive rights, pushing against the actions of lawmakers who seek to limit these services. # Product The ad focuses on Planned Parenthood as a healthcare provider that offers vital and affordable services to communities in need. It highlights specific services such as birth control, wellness exams, and cancer screenings. The ad emphasizes that Planned Parenthood is at risk of being defunded, which would take away these essential healthcare services from those who need them most. The ad addresses the barrier of access to affordable healthcare and positions Planned Parenthood as a solution, emphasizing that nearly three-quarters of Americans oppose Congress taking away funds from Planned Parenthood for providing these services. The ad aims to convey the importance of Planned Parenthood in providing essential healthcare and the negative impact that defunding would have on communities. # Visual style The ad has a casual, UGC-style aesthetic. The production quality is simple, with natural lighting and a static camera. The editing style is straightforward, with no transitions or special effects. The pacing is consistent with the woman's speech. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Learn more. # Point of view - [object Object] # Storyline - 00:00–00:10 A woman is speaking directly to the camera, putting her hair up in a ponytail. - 00:00–00:10 She states that millions of people rely on Planned Parenthood, but lawmakers want to shut down Planned Parenthood health centers and take away vital and affordable healthcare from the communities that need it most. This is intended to highlight the importance of Planned Parenthood and the potential negative consequences of defunding it. - 00:10–00:22 She continues, stating that defunding Planned Parenthood is not what people want, and nearly three-quarters of Americans oppose Congress taking away funds from Planned Parenthood for providing birth control, wellness exams, and cancer screenings. This is intended to emphasize the widespread support for Planned Parenthood and the opposition to defunding it. - 00:22–00:26 She concludes by stating that Planned Parenthood needs support now more than ever and encourages viewers to learn more. This is intended to create a sense of urgency and encourage viewers to take action and support Planned Parenthood.

# Ad summary Scarlett Johansson shares her support for Planned Parenthood and encourages viewers to donate. # Brand positioning Planned Parenthood is presented as a vital and valuable organization that empowers millions to control their bodies and their rights with honest, expert, compassionate, and affirming health services. The brand positions itself as a provider of essential services such as STI testing and treatment, birth control, hormone therapy, and abortion, all of which are under attack by those who seek to silence, shame, and intimidate. The brand aligns with values of empowerment, compassion, and access to healthcare, pushing against behaviors that seek to restrict or shame individuals regarding their health choices. The brand positioning is both functional, providing essential health services, and emotional, empowering individuals to control their bodies and rights. # Product The ad promotes Planned Parenthood as a vital organization that provides essential health services. These services include STI testing and treatment, birth control, hormone therapy, and abortion. The ad emphasizes that these services are under attack and encourages viewers to make a gift to Planned Parenthood as one of the best ways to make their voice heard and stand up for this valuable organization. The ad addresses the barrier of feeling powerless in the face of attacks on these services by offering a concrete action: donating to Planned Parenthood. # Visual style The ad has a polished and professional aesthetic, with a focus on clear and direct communication. The editing style is simple, with static shots and smooth transitions. The production quality is high-end, giving the ad a serious and trustworthy tone. The pacing is consistent, with a focus on delivering the message clearly and effectively. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Join me. Let's make a difference. # Point of view - [object Object] # Storyline - 00:00–00:07 00:00–00:07 As a fellow Planned Parenthood supporter, you know that Planned Parenthood empowers millions to control their bodies and their rights with honest, expert, compassionate, and affirming health services. Scarlett Johansson, speaking as a fellow supporter, highlights the organization's mission and the importance of its services, setting a tone of solidarity and shared values. - 00:07–00:28 00:07–00:28 And you probably also know that these services: STI testing and treatment, birth control, hormone therapy, abortion, and more are under attack by people who want to silence, shame, and intimidate us. Johansson lists the specific services provided by Planned Parenthood and emphasizes the threat they face, creating a sense of urgency and concern. - 00:28–00:42 00:28–00:42 Here's what you can do about it: make a gift to Planned Parenthood. It's one of the best ways to make your voice heard and to stand up for this vital, valuable organization. Join me. Let's make a difference. Johansson offers a solution by encouraging viewers to donate, framing it as a way to support the organization and make a difference, ending on a note of empowerment and collective action.

# Ad summary This ad from Planned Parenthood uses a static graphic to advocate for abortion access, birth control, and the right to control one's own body. It asks viewers if they agree and encourages them to join the fight to reclaim these rights by adding their name. # Brand positioning Planned Parenthood is presented as an organization that champions reproductive rights and healthcare access. The brand positions itself as a defender of individual autonomy and bodily rights, particularly concerning abortion access and birth control. The ad's tone is assertive and action-oriented, aligning with values of advocacy and empowerment. Planned Parenthood directly addresses controversial topics, positioning itself against any perceived restrictions on reproductive freedom and advocating for the rights it believes all Americans deserve. # Product This ad promotes Planned Parenthood's advocacy and services related to reproductive rights and healthcare. It highlights abortion access, birth control, and the right to control one's own body as essential components of comprehensive healthcare. The ad is designed to encourage viewers to support Planned Parenthood's mission and to take action by adding their name to a campaign. The ad addresses potential barriers by directly advocating for these services, framing them as rights that need to be reclaimed and defended. # Visual style The ad features a clean, minimalist aesthetic with a static graphic design. The color palette is simple, using light green as the background and dark green and pink for the text and checkmarks. The editing style is static, with text elements appearing sequentially. The production quality is polished and professional, suitable for a brand promoting serious issues. The pacing is slow and deliberate, allowing viewers to read and absorb each point. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action ADD YOUR NAME # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins by stating what "THE AMERICAN PEOPLE DESERVE," setting the stage for the subsequent list of rights. - 00:01–00:02 The first right listed is "Abortion access," which is accompanied by a pink checkmark, visually reinforcing its importance. - 00:02–00:03 The list expands to include "Birth control," further emphasizing the range of reproductive rights Planned Parenthood supports. - 00:03–00:08 The final point, "The right to control their own bodies," encapsulates the overarching theme of bodily autonomy and reproductive freedom. - 00:08–00:09 The ad transitions to a call to action, asking "DO YOU AGREE?" and urging viewers to join the fight to reclaim these rights. - 00:09–00:12 The ad concludes with a clear CTA, "ADD YOUR NAME," prompting viewers to take immediate action and support the cause.

# Ad summary A woman shares her experience going to Planned Parenthood and encourages viewers to support the organization. # Brand positioning Planned Parenthood is presented as a safe and caring healthcare provider, particularly for young people. The ad emphasizes the organization's commitment to providing comprehensive sexual and reproductive health services, including birth control, wellness exams, and STI testing. The brand is positioned as a lifeline for individuals who need care but cannot afford it, promoting values of accessibility, support, and empowerment. # Product The ad promotes Planned Parenthood's healthcare services, including birth control options, gentle wellness exams, condoms, Plan B, and STI testing. These services are presented as accessible and affordable, catering to individuals who need care but may face financial barriers. The ad highlights the caring and supportive environment provided by Planned Parenthood, emphasizing the importance of feeling safe and informed when making decisions about sexual health. # Visual style The ad has a casual, UGC-style aesthetic. It is shot outdoors with natural lighting, giving it an authentic and relatable feel. The editing is simple, with static shots and minimal transitions. The pacing is consistent, with the focus on the speaker's message. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Learn more. # Point of view - [object Object] # Storyline - 00:00–00:03 The creator begins by sharing her personal experience of going to Planned Parenthood when her mom found out she was sexually active. - 00:03–00:21 She describes feeling genuinely cared for by the staff, who provided her with birth control options, a wellness exam, condoms, Plan B, and more information about sex and her body than she had ever known before. - 00:21–00:34 Because of her positive experience, she told her friends about Planned Parenthood, and by graduation, she had helped dozens of classmates access birth control when they were nervous and confused. - 00:34–00:42 She emphasizes that Planned Parenthood health centers offer a lifeline for people who need care but can't afford it. - 00:42–00:45 She concludes by urging viewers to support Planned Parenthood now more than ever and encourages them to learn more.

# Ad summary This ad is for Planned Parenthood. It informs viewers that the court sides with the Trump administration, meaning many Medicaid patients will lose access to basic health care at Planned Parenthood health centers. The ad encourages viewers to add their name to a petition. # Brand positioning This ad positions Planned Parenthood as an essential healthcare provider, particularly for Medicaid patients who rely on their services for basic healthcare. The brand is presented as a defender of access to healthcare, especially for vulnerable populations. The tone is urgent and informative, emphasizing the immediate threat to patients' access to care due to a court decision. The brand aligns with values of healthcare accessibility and social justice, pushing against policies that restrict healthcare access. # Product This ad does not directly feature a physical product but rather promotes Planned Parenthood's healthcare services and advocacy efforts. It highlights the potential loss of access to basic healthcare for Medicaid patients at Planned Parenthood health centers due to a court decision. The ad serves to raise awareness and encourage support for Planned Parenthood's mission to provide healthcare services, especially for those who rely on Medicaid. The call to action is to add your name to a petition, implying that collective action can help address the issue and support the organization's goals. # Visual style The ad has a simple, urgent, and informative visual style. It uses bold text and contrasting colors to draw attention to the message. The static image and minimal animation give it a straightforward, no-frills feel, emphasizing the seriousness of the issue. # Benefits - [object Object] # Features - [object Object] # Call to action ADD YOUR NAME # Point of view - [object Object] # Storyline - 00:00–00:05 The ad opens with the text "URGENT!" repeated across the top of the screen. - 00:00–00:05 The ad then displays the text "I'M FOR PLANNED PARENTHOOD" in large, bold letters. - 00:00–00:05 Below this, the ad states, "Court sides with Trump admin: many Medicaid patients will lose access to basic health care at Planned Parenthood health centers." - 00:00–00:05 Finally, the ad includes a button that says "ADD YOUR NAME."

# Ad summary This ad promotes Planned Parenthood and seeks monetary donations. The visual is a static image of a young woman holding a sign that says "I'm for Planned Parenthood", with animated text overlaid stating "Make a Monthly Gift" and "We Won't Back Down." # Brand positioning This ad presents Planned Parenthood as an organization that "won't back down" in its fight for reproductive rights. The brand aligns with values of activism and community support. Planned Parenthood distinguishes itself by advocating for reproductive freedom and challenging any efforts to restrict access to reproductive healthcare. The brand's positioning is both functional, providing essential healthcare services, and emotional, inspiring activism and support for reproductive rights. # Product This ad promotes monetary donations to Planned Parenthood in the form of a monthly gift. The ad is aimed at those who support Planned Parenthood and its goals. It focuses on the ongoing need for support and the idea that collective, sustained giving can help the organization continue its work and "won't back down." # Visual style The ad uses a simple, direct visual style with animated text overlays. The production quality is basic, focusing on the message rather than polished visuals. The pacing is slow, as the text loops and the image remains static. # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad features a static image of a young woman holding a sign, framed by animated text. - 00:00–00:03 The animation is trying to show the message that the organization is going to fight for reproductive rights with the phrase "We Won't Back Down." - 00:00–00:03 The purpose of the ad is to encourage people to become a monthly donor.

# Ad summary A woman records a testimonial for Planned Parenthood, expressing gratitude for the organization's support during her abortion and other healthcare needs. She urges viewers to donate to Planned Parenthood to help ensure they can continue providing affordable care. # Brand positioning Planned Parenthood aims to occupy the space of a trusted, supportive healthcare provider, particularly for women's health services like birth control, STI testing, and abortion. The brand aligns with values of accessibility, affordability, and comprehensive care, positioning itself as a reliable resource for individuals regardless of their financial situation. The brand promotes a message of empowerment and ensuring access to essential healthcare services. The ad implicitly pushes against potential stigmas or barriers associated with reproductive healthcare, portraying Planned Parenthood as a caring and non-judgmental environment. # Product The ad promotes Planned Parenthood as a provider of comprehensive and affordable healthcare services, particularly focusing on women's health. The services offered include birth control, STI testing, and abortion. The ad highlights the caring and supportive environment provided by Planned Parenthood staff. The product is for anyone who needs access to these services, regardless of their ability to pay. The key USPs are the organization's affordability and caring nature, as well as a comprehensive range of services. The ad suggests the product is worth trying or buying because Planned Parenthood is dependable and provides the support you need. # Visual style The ad has a UGC feel with a static, selfie-style shot. It is minimally edited with natural lighting. The video is low-end production quality, which supports the casual and personal tone of the ad. The pacing is consistent with the speaker's natural rhythm. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action You can donate right now by visiting plannedparenthood.org/protect # Point of view - [object Object] # Storyline - 00:00–00:04 The creator shares that when she tells her friends about her abortion, she always mentions a nurse from Planned Parenthood named Katie. - 00:04–00:11 The creator continues to describe the nurse, Katie, and how she held her hand, stroked her forehead, and told her she was doing a good job. - 00:11–00:18 The creator shares that she's been going to Planned Parenthood since she was a teenager for everything from birth control to STI testing to her abortion. - 00:19–00:23 She shares that Planned Parenthood took amazing care of her whether or not she could afford it. - 00:23–00:26 The creator explains that she owes so much of her life to Planned Parenthood. - 00:26–00:31 She asks the viewer to donate right now by visiting the link shared: plannedparenthood.org/protect. This moment directly follows the creator's statement that she owes so much of her life to Planned Parenthood and is designed to translate positive sentiment into direct action. - 00:31–00:37 The creator concludes by stating that supporters like us are the backbone of Planned Parenthood's work and they need our help.