Planned Parenthood of Wisconsin
Planned Parenthood of Wisconsin (PPWI) provides affordable, quality, and confidential health care to nearly 60,000 people each year in 22 health centers throughout Wisconsin. Wisconsin is one of the many states with restrictive abortion laws that went into effect following the fall of Roe v. Wade.
My work comprised of designing the brand activation strategy as well as execution and ongoing brand management (weekly social media content, monthly blogs, infographics, ongoing PR, and a scripted video series) on behalf of PPWI President and CEO, Tanya Atkinson—balancing the humor and approachability of her voice with the responsibility of her position. The work was designed to expand her platform and visibility as well as amplify the efforts of Planned Parenthood of Wisconsin as a whole to provide access to quality and affirmative community-based healthcare. Over the course of our engagement, Tanya secured media placements on national news platforms like NBC Nightly News with Lester Holt and NPR, as well as strengthened relationships with key Wisconsin business and activist leaders because of the impact of our work.