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Directly preceding the election of Donald Trump and Mike Pence, Planned Parenthood received approximately 80,000 donations. Planned parenthood is currently the largest women’s health care and reproductive provider in America with 56 independent local facilities and operate more than 600 health centers. Planned Parenthood serves around five million men, women, and adolescents in a single year (Planned Parenthood). An estimated one in five women in the U.S. have visited Planned Parenthood at least once in their life. Planned Parenthood also provides more than 4.2 million tests and treatment for sexually transmitted infections. Private practices typically only serve their clients at their one specific location. Planned Parenthood offers services for men, women, and adolescents. Whereas most think PP only services abortions and counter contraceptive, they actually provide basic women’s reproductive healthcare and more. They perform pap smears, STI 23
testing and treatment, education programs, check ups, and more. Opposed to other private practices that may only treat women, and only perform basic services. Planned Parenthood is a non-profit organization so patients may not need to pay for their services, which is beneficial to their clients as they most times service those who cannot afford health care and teens who lack support from their families. Private clinics charge every patient a fee for their services, each charge different depending on what service was provided. Positioning: GIANNAIn 2014, Planned Parenthood launched a campaign to emphasize that Planned Parenthood is an essential community health care provider. The multimedia campaign was broadcasted across TV, internet, social media outlets such as Twitter and Facebook in order to highlight all of the affordable services that PP offers. They wanted to reach a larger demographic in order to allow people across America to fully understand what extensive services that Planned Parenthood has to offer. Planned Parenthood included videos from real patients and providers to put a spotlight on the critical importance of access to affordable, quality care, including reproductive care, for women and their families.Planned Parenthood does a phenomenal job at advertising what it has to offer any why it is so important. As most of their funding is through donations, their marketing and ads to broadcast their cause. In the digital age, millenials are their key demographicas they are the ones who are most receptive to a tactic such as social media campaignsand ads. Over the years Planned Parenthood as shifted their position to social media platforms and completely utilize graphics, apps, and social media in order to reach the millennial group, as they are the largest generational group and hold much political and social voices in today’s day and age. They have emphasized their dedication to not only24
treating men and women, but providing a safe space to to ask questions and receive honest education.