Planned Parenthood’s health centers exist to serve a bigger purpose: provide care to any and every body, but especially those who have historically been ignored, misunderstood, and mistreated by the healthcare system. We were tasked with creating a brand platform to communicate this mission to Black and Brown communities who’ve experienced the brunt of this systemic neglect.

Be Seen is more than a brand platform. It’s Planned Parenthood’s promise to see everyone fully and judgment-free. Not just as patients, but as people.

We launched with a message of affirmation from one generation to another, delivered by Emmy-winning actor and the culture’s favorite rich auntie, Lynn Whitfield. We then put out an open invitation to leave a message in the Be Seen Mailbox for anyone who may feel unseen. Artists, icons, podcast hosts, and good samaritans answered our call. Their inspirational words became the voices at the forefront of our crusade.

Press: AdAge / AdForum #1 Best Ad of the Week worldwide