Many marketing managers struggle to tell compelling stories using social media.
With its latest campaign, marketing managers at Planned Parenthood are targeting a younger generation—and using the blogging platform Tumblr to do so.
The campaign—Care That Counts—marks the organization’s 100th year, and aims to bring its messaging around sexual and reproductive health to the forefront through storytelling.
In a lengthy The New York Times article about the campaign, Planned Parenthood spokeswoman Carrie Mumah said that the 100 stories told over the course of 100 days would be done in the style of the popular Humans of New York blog.
The campaign doesn’t shy away from the controversial topic of abortion, of which Planned Parenthood is one of the most notable providers.
“We really never want to diminish the fact that we provide abortions,” Adrienne Verrilli, associate vice president for communications at Planned Parenthood of New York, told the Times. “It’s really important to us to elevate the stories of real people who are accessing our abortion services.”
RELATED: New tactics to incorporate storytelling into your everyday writing.
The campaign will release one story per day on the Tumblr site, leading up to the Oct. 16 anniversary. Early metrics have pointed to the campaign’s growing success with a reach of more than 100,000. This far, it’s gained more than 5,000 likes, shares and comments.
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