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PPNYC launches Tumblr campaign to reach young audience, celebrate 100th anniversary

July 27, 2016 — Planned Parenthood of New York City (PPNYC) on July 9 launched a new campaign aimed at young people to commemorate the organization's upcoming 100th anniversary on Oct. 16, the New York Times reports.

Campaign details

The advertising company Kraftworks is running the campaign, called Care That Counts, on Tumblr. The campaign features individual stories shared by patients, PPNYC staff and volunteers with the organization. According to the Times, the stories relate individuals' experiences with abortion care, contraception, cancer screenings, gynecological health care and testing for sexually transmitted infections.

The campaign features a new story every day for each of the 100 days between July 9 and the Oct. 16 anniversary. The initial story featured a patient's abortion experience.

According to Carrie Mumah, a PPNYC spokesperson, the campaign at two weeks had reached more than 100,000 social media users. Overall, people had liked, shared and commented on the Tumblr posts more than 5,000 times.

Comments

Neil Kraft, CEO at Kraftworks, said the campaign is being run on Tumblr in part "to get a younger audience engaged in supporting Planned Parenthood." According to Kraft, the campaign's "friendly, approachable" tone aims to help destigmatize abortion and the sharing of abortion stories.

Separately, Adrienne Verrilli, associate vice president for communications at PPNYC, said the campaign intentionally featured stories about abortion care. "We really never want to diminish the fact that we provide abortions," she said, adding, "It's really important to us to elevate the stories of real people who are accessing our abortion services."

According to Verrilli, the campaign has already spurred an increase among PPNYC patients who would like to share their own abortion experiences in the campaign. She added, "There's a real changing of the guard here of young people willing to tell their stories ... Young women are taking the issue of abortion back, and really owning it and advocating for it" (White, New York Times, 7/24).