Planned Parenthood

Getting 1 Million+ People to Follow Their Periods

For 100 years, Planned Parenthood has empowered millions of women, men and their families with the information, education and services they need to improve their sexual and reproductive health. To meet the needs of a rising generation of consumers, the organization embarked on a pioneering new strategy to deliver “Care. No Matter What” in a digital world, including their first-ever digital product—the Spot On period and birth control tracker.

Planned Parenthood partnered with BBMG to develop a creative strategy and marketing campaign that would take on cultural taboos about menstruation, break through a crowded marketplace and drive over one million people with periods to download the Spot On app. In the 2017 Shorty Social Media Awards, the app and campaign earned a Gold Distinction. It was also an honoree in Fast Company’s 2017 Innovation By Design Awards.

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Audience Research
Personas & Segmentation
Non-profit & Advocacy Campaigns
Growth Strategy

WTF is going on with my body?!?!

To unlock the human truths and cultural taboos behind topics like menstruation, birth control and sexual health, BBMG talked to people with periods across all walks of life, political beliefs and lifestyle behaviors. And we heard it all. From navigating the new rules of dating in an increasingly treacherous social media landscape to period hacks in the workplace to hopes, fears and desires about healthy sex, consumers wanted unvarnished facts, honest talk and a 24/7 digitally-powered ally in their pockets.

Menstruation Momentum

Today, Planned Parenthood is helping to fuel an emerging “Red Wave” of period advocacy and healthy behavior that’s taking the conversation about menstruation and sexual and reproductive health out in the open and into the mainstream.

With an integrated marketing campaign, executed in collaboration with WonderINgroup, the Spot On app was downloaded by more than 1 million users in over 160 countries in its first year in market.

“The BBMG team was really great at helping us to define our challenge in the broader context of Planned Parenthood’s mission. And the creative work was a really clever and an awesome way to bring the ideas to life.”