PREP Our Future: Campaign Strategy Paper

Jessica Steele Georgetown University, Communication Culture & Technology 11 August 2011 Internet Politics Professor Alan Rosenblatt

STEELE 2

Contents
Campaign Critique: The Planned Parenthood Federation of Americas Birth Control Matters ................ 3 Birth Control Matters: Campaign Overview .......................................................................................... 3 Birth Control Matters: Campaign Critique ............................................................................................. 4 Birth Control Matters: Recommendations for Campaign Improvement ............................................... 9 II. Campaign Plan: PREP Our Future ........................................................................................................ 11 PREP Our Future: Campaign Background ............................................................................................ 11 PREP Our Future: Campaign Goals ...................................................................................................... 12 PREP Our Future: Campaign Audiences ............................................................................................... 12 PREP Our Future: Campaign Actions ................................................................................................... 13 PREP Our Future: Campaign Design & Layout ..................................................................................... 14 PREP Our Future: Overview by Platform .............................................................................................. 14 PREP Our Future: Messaging ............................................................................................................... 17 PREP Our Future: Paid Advertising ...................................................................................................... 20 Works Cited ................................................................................................................................................. 22

*IMAGES are available on http://birthcontrolmatters.tumblr.com/.

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Campaign Critique: The Planned Parenthood Federation of Americas Birth Control Matters
Birth Control Matters: Campaign Overview
By clicking Take Action on The Planned Parenthood Federation of America, Inc. (PPFA) homepage (http://www.plannedparenthood.org/), a visitor is directed to the Action Center of the site (http://www.plannedparenthoodaction.org/) a website operated by an independent Planned Parenthood 501( c) (4) entity (Ready for change?), entitled The Planned Parenthood Action Fund (About Us). As a host of the Planned Parenthood Action Center, The Planned Parenthood Action Fund promotes the Planned Parenthood Mission through educational and electoral activity, including legislative advocacy, voter education, and grassroots organizing (About Us). Despite the national organizations political initiatives, it claims to remain non-partisan (About Us). As an umbrella organization, Planned Parenthood provides support to an additional 83 affiliates (including those of additional health, education, and advocacy missions) in addition to its 800+ community based health centers (About Us). Focusing on top-level policy positions, from what I summarize, Planned Parenthood aims to provide reproductive health care and services to the United States (About Us). Specifically through its advocacy affiliates, such as The Planned Parenthood Action Fund, Planned Parenthood aims to shape public policy with a focus on: ensuring access to comprehensive, affordable reproductive health care for all promote effective education and prevention policies protect a womans right to choose

*IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 4 Partner with local and transnational affiliates, including those of undeveloped areas, to advocate for policies that promote womens health and improve their quality of life, including the provision of safe abortion (About Us). Specifically through the campaign Birth Control Matters (http://birthcontrolmatters.org/), which I will be critiquing, The Planned Parenthood Action Fund aims to drive awareness and policy towards this first focus on ensuring access to comprehensive, affordable reproductive health care for all (About Us). As a hub to the Birth Control Matters campaign, The Planned Parenthood Action Fund has created a separate landing page for the campaign under the Get Involved linked in the Action Center.

Birth Control Matters: Campaign Critique

Online Presence: Providing a strong & integrated web-presence, the Birth Control Matters campaign landing page includes: Top-level Messaging: Immediately under the head navigation and campaign logo, the PPFA provides context to the campaign describing its mission. As the campaign was successful, the messaging now explains the victory and policy affected. A Clear Take Action Now Link (http://bit.ly/PPHtakeaction): The campaign landing page focuses on a take action now link with a customizable message to contact the Department of Health and Human Services (HHS) in support for health care coverage of birth control. Once the decision was passed to offer birth control with no co-pays, this action was transformed into a similar contact to applaud the decision and continue support (Birth Control Matters). Along with signatures, the organization collects each activists email and address growing their email list with visitors who are willing to voice The Planned Parenthood mission. Branding & Design: *IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 5 While the campaign landing page continues the PPFA Action Center branding theme, this campaign hub also integrates a custom logo for the specific Birth Control Matters campaign, integrated in other areas of the campaigns online presences as well. Designed in black and pink, the campaign logo is unique, yet similar, to the PPFA Action Center branding. Compared to the blue logo and branding theme of the parent PPFA organization, the PPFA Action center demonstrates its separation through a bold pink. Supporting highly debatable missions and policy in the public eye, the break in branding and, likewise, association, serves to define distinction between the PPFAs mission to provide health services and its separate yet interlinked goal to push policy. As a healthcare organization, this distinction could provide vital value, specifically in avoiding disruptions to services from increased media attention, such as protests, etc. [Images*] Throughout the PPFA, the Action Center, and the Campaign hub, the site retains relatively the same layout and navigation. This includes a top header, informing the visitor of his or her location (i.e.- PPFA or The Action Center), with sub-links for Health Services (for the PPFA) or Policy Positions (the Action Center), methods to take action, and an About Us. On the right hand navigation, the organization consistently includes a link to donate and an option to search the site, as well as a link Home to the PPFA. Specific to the Action Center, the left hand navigation always includes an option to sign-up for action alerts. Such a layout allows a number of benefits: Clear navigation, especially to the umbrella organization, or the PPFA Focus on the needs of the visitor/audience Integration between the two organizations (PPFA and the Action Center) the visitor is not jarred jumping between the two sites and understands conceptually and thematically a distinction, yet link, between the two groups Easy access to top-level information and messaging, with the ability to dig-deeper

*IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 6 Capture of visitors (including those requesting health services) for action and donation across site levels Focus on cross-site email capture for those most-likely to support [Images]

Real-Time Social Media Integration & Sharing: Included on the main campaign landing page is a Twitter widget feeding posts from the main PPFA Twitter account @PPAC (http://twitter.com/#!/PPact). Also, visitors have the option to share a link to the campaign landing page on their personal Facebook walls, along with an optional personal comment. These touches allow activists to observe real-time updates and methods to stay involved in the campaign through Twitter, while also promoting the cause to their personal networks. By using activists as influencers, PPFA is taking advantage of the most authentic influencers and their personal networks. [Image*]

Media: History of the Pill: Why Birth Control Matters (http://www.youtube.com/watch?v=f5pgO0VkGa0) provides a shareable media method for distributing the value messages of the campaign. On the YouTube page, PPFA has included a caption explaining the video with a link to the campaign page. In addition to posting under the umbrella PPFA YouTube account (http://www.youtube.com/user/plannedparenthood), the organization includes relevant tags and labels to provide search ability and track-backs to both the campaign and the organization. Uniquely, the video has a drop down by dollar increment to donate directly to PPFA through the Google Checkout, one of a number of benefits available through YouTubes Non-Profit Program [Image]. In addition to History of the Pill, the PPFA includes a more playful, Birth Control Girl video. As a play on the popular television series Gossip Girl, the organization caters to entertaining, yet at the same time educating and driving awareness and action back to the hub site for key demographics that would most likely be affected by policy the campaign seeks to effect.

*IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 7 Personal Stories & Relevancy: Visitors to the campaign hub also have the option of clicking through Your Stories (http://bit.ly/ppfayourstories). Each story is listed by a top-line quote and name, such as: Molly Carter, The pill has allowed me to complete my education without unwanted pregnancies (Birth Control Matters). Clicking on a name allows the visitor to view the individuals full story, adding authenticity to the lives the policy seeks to effect and also inciting emotion and personalization to a campaign otherwise focused on policy debate removed from real-life accounts. [Image] Resources in Spanish: Written entirely in Spanish (http://bit.ly/ppfaspanish), this page promotes the campaign mission to the Spanish demographic with a slightly tweaked logo, an option to sign a petition electronically or by texting SINPAGOS , a card to print and direct mail to the HHS (http://bit.ly/ppfaspanishcard), and an electronic/printable poster (http://bit.ly/ppfaspanishposter). In addition to mobilizing a key audience demographic, the resources available allow for integrated online/offline actions and make them available through the means and resources where they are most likely to be reached, used and shared. Media Coverage (http://bit.ly/ppfamedia): Here, the PPFA has selected both editorial and news links surrounding campaign related media coverage. While some articles focus on PPFA and the organizations mission, specifically in regional contexts, most serve to update readers on recent policy changes or provide context around campaign issues. Discussion Points (http://bit.ly/ppfadiscussionpts): In expandable menus by topic, the PPFA provides discussion points related to the campaign topic and its mission. As a highly debatable topic, the data and relevant facts may provide activists facts and points of discussion which could be used when met with oppositional comments when sharing or commenting on social sites, blogs, articles, etc. Also, the discussion points could be used when contacting legislation.

*IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 8 Historical Policy Coverage (http://bit.ly/ppfabirthcontrolpolicy): Separate from the campaign hub, the PPFA provides messaging on the organizations general policy stance on birth control starting with the tag-line Birth Control is Basic Healthcare (Birth Control and Other Preventative Healthcare). Under this section of the site, visitors will also find relevant legislation and historical campaign advocacy information related to the PPFA, such as a Title X Fact sheet and lobby pictures on Flickr. Here, visitors wishing to dig deeper than the action driven initiatives of the campaign hub can do so without hampering less-enthusiastic visitors with additional clicks, text, and context. Importantly, they do include a link to the Birth Control Matters campaign with text on the specific mission as unique from the historical birth control policy missions:

Birth Control Matters is an effort to make no-cost prescription birth control available without copays, enable women to choose the method that works best for them, and reduce the number of unintended pregnancies. (Birth Control and Other Preventative Healthcare)

Email Campaign: While the PPFA, and local PPFA advocacy groups, send a number of communications to its combined email list, activists received two emails specifically related to the Birth Control Matters campaign one asking for action and one announcing campaign success with a requested follow-up action. Initially, email subscribers were asked to sign a petition to the HHS, the email included: A clear, action-driven subject line: No co-pays for birth control Integrated design theme, including logo, with the campaigns online presence Includes repeated links to one location, requesting readers to sign a petition to the HHS, and does not lose distracted readers to links elsewhere

*IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 9 A side-bar of concise, bulleted messages on the relevancy and value of the policy the campaign is seeking to change, explaing why the healthcare reform matters and to whom (i.e.- It matters to a young person finishing college; It matters to a family making ends meet) Personalization including the name of the receiver in the message, as well as a signature and a picture from the President of the PPFA Messaging includes crissitudity: provides an urgent crisis and opportunity to help

Following the passing of the policy, all email subscribers received an email announcing a VICTORY: No co-pays for birth control, while asking activists to speak up one more time. Although the campaign was viewed as a victory, the campaign sought to leverage engaged activists while the HHS accepted comments on the passed ruling for the following 60 days (urgency). This email contained many of the same features of the previous email, however, readers were also made aware their actions made a direct impact in policy and that the PPFA cared enough to inform them of the outcome, rather than simply driving the action.

Birth Control Matters: Recommendations for Campaign Improvement

I. While top-level messaging is evident in the title of the site, I believe the campaign landing site needs to provide a concise mission statement, as it does on the separate policy section of the site:

Birth Control Matters is an effort to make no-cost prescription birth control available without copays, enable women to choose the method that works best for them, and reduce the number of unintended pregnancies. (Birth Control and Other Preventative Healthcare)

*IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 10 By utilizing this clear, action-driven mission statement, viewers will understand quickly the purpose and urgency of the campaign. II. In addition to demonstrating a strong mission statement, the campaign hub appears to be overloaded with messaging for the average visitors. By shortening the textual commentary and summarizing for the most relevant and impactful messaging, visitors can quickly understand the crissitudity, learn how to help, and act. III. In the second, victory email, messaging should explain how activists helped the campaign succeed & what value the result provided. Including this, with links back to the campaign home or other campaigns could help drive donations and addition advocacy. IV. Create separate messaging/email campaigns appealing to alternate demographics. Here, the organization could leverage the resources available for capturing youth and Hispanic audiences. V. Campaign specific branding should be consistently integrated across the campaigns online and offline presence including collateral, Facebook campaign logos, etc. VI. As a large organization, the PPFAs online presence covers many campaigns and topics. Creating a campaign oriented Twitter presence and Facebook tab would allow activists to follow and share content related specifically to campaign action. Also, all content on the campaign site should be easily shareable to these accounts, such as the discussion points, media coverage, and personal stories. VII. Media content should be available that is not be overtly controversial to allow for increased sharing among certain demographics. Currently, media, such as History of the Pill clip, clearly aligns itself with larger political debates and has garnered many dislikes and debates in comments. While still valuable, less overt statements make increase sharing and help to raise awareness among new audiences. *IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 11 VIII. Although the site provides personal stories, the site only provides these in text. Messaging could be personalized and supplemented with media, such as pictures or videos. Along with share features, these techniques will make the stories more personal, authentic & more likely to go viral. IX. The campaigns media coverage should be shareable and allow for real-time updates with a RSS link. Would also be helpful to link to local PPFA chapter and organizational news. X. Online/offline content, such as collateral, should be available for all demographics, not simply the Hispanic audience. This will allow for campaign message distribution at events, rallies, etc. XI. Mobile outreach should available for all demos as well. Currently, this is seen only through the Hispanic audience outreach. XII. Discussion points should be shareable and made into snackable media, such as infographics. This content could also be included as pre-populated and customizable fields to send to representatives, HHS or social networks. XIII. The current gap in navigation, between the campaign page and policy pages, should be bridged and relevancy should be explained.

II. Campaign Plan: PREP Our Future

PREP Our Future: Campaign Background

While sex education is listed as a policy stance within PFFAs Action Center, the site does not list a relevant campaign driving action to support this topic. Specifically, the PPFA supports the first state-grant program from the federal government that funds comprehensive sex education, otherwise known as PREP, or the Personal Responsibility Education Program (Sex Education). As Planned *IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 12 Parenthood is the largest provider of comprehensive sex education in the US, PREP stands as a possible valuable initiative to create a campaign around for both awareness and action (Sex Education).

PREP Our Future: Campaign Goals

For these reasons, my campaign, entitled PREP Our Future, will seek to stop fictional cuts to PREP grants as a top level initiative. Specifically, the campaign will seek signatures for a petition urging the Senate to preserve current PREP grants and support sex education by repealing Bill H.R.1085 (also fictional). Such a bill would cut PREP grants which currently provide $55 million for states to fund evidence-based sex education programs (Sex Education). Secondly, the campaign will seek to drive awareness for the need of sex education in US school systems a current overarching mission of the PPFA and The Planned Parenthood Action Fund. In order to achieve these goals, the campaign may also contribute to overall PPFA initiatives to add to the email list, collect donations, and expand its social audience.

PREP Our Future: Campaign Audiences

Prep our Future will seek to mobilize action and awareness from: Physicians, specifically those supporting youth, as well as medical and scientific organizations who support comprehensive sexuality education, including: American Public Health Association, American Medical Association, Society for Adolescent Medicine, American Academy of Pediatrics (Sex Education) Youth, specifically those in grade-level demographics who would be the recipients of educational funding Caregivers of the youth receiving educational funding

*IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 13 Educators & Academic Organizations involved, in both the general education of the nations youth, as well as leadership Youth Service Organizations geared toward the health and well-being of the nations youth The Planned Parenthood Community of grassroots activists and affiliate organizations Media and bloggers focused on education, youth, health, and progressive issues Ideological and religious groups showing interest in sex education initiatives. According to Peter D. Hart Research poll, demographics of Republicans, Democrats, and Independents, as well as Roman Catholics and Evangelical Christians support sex education initiatives. Often, groups who disagree with the majority of their affiliation may form groups expressing support for these divergent initiatives, where this campaign can seek their support. Specifically, the campaign will seek to drive action from Senatorial policy makers through its top-level and supporting goals. Following the multi-pressure point ideology of Sir Charles Sherrington, the campaign will drive concentrated communication (comments, sharing, press, advertising, etc.) through all platforms (social, direct mail, petitions, events, etc.) in an effort to move members of Congress who may be persuaded to vote against the PREP cut bill.

PREP Our Future: Campaign Actions

PREP Our Future will seek to drive specific and clearly defined actions to mobilize support for our two campaign goals top-level campaign goals (signature collection and awareness growth). Goal 1 Actions: Petition Signatures Drive audiences to sign petition Drive extended network signatures through link sharing and personal requests from audience to extended individual networks *IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 14 Goal 2 Actions: Awareness Growth a. Adopt and share campaign social icons, banners and widgets b. Share snackable data distributed from PPFA social and online sites c. Share news/media distributed from RSS and social platforms d. Attend local rallies & provide campaign-specific sign/posters & collateral distributed from campaign site e. Penetrate media i. Comment on relevant blogs ii. Comment on policy makers public/online presence iii. Public relations outreach to bloggers through social media, blogger outreach, etc.

PREP Our Future: Campaign Design & Layout

PREP Our Futures design theme will use repeated colors of blue & pink (associated with many applicable campaign themes, see: http://en.wikipedia.org/wiki/Pink_and_blue_ribbon) as well blue and gold (association blue ribbon themes of academic excellence). Design logo [image] will always include link to campaign hub and represents education (book) and the multi-faceted, yet relative, blue & pink ribbon symbol. Apart from the design colors and campaign logo, the campaign design theme and layout will remain consistent the PPFA Action Center and will be integrated across online and offline platforms and collateral. This will allow easy navigation and association between The Planned Parenthood Action Fund and the PREP Our Future campaign.

PREP Our Future: Overview by Platform

Despite its nonpartisan alignment and devotion to health services, The Planned Parenthood Federation of America, its Action Fund, and the PPFAs campaigns become strongly associated with progressive *IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 15 issues, religious ideologies, as well as the contentiously debated umbrella of abortion rights issues. In driving sex education awareness and policy change, the PREP Our Future Campaign will seek to disassociate itself from some of what have come to be thought of as black and white political issues now associated with the organization (to a point). In an effort to drive innovative thought surrounding the topic and, through its action driven strategy over multiple platforms and outlets, the PREP Our Future campaign will seek to produce source amnesia through long-term disassociation with negative connotations and contested issues while creating new associations with positive birth control health reform messaging points. In this vein, the PREP Our Future campaign will include: Shareable and neutral online campaign hub As a hub for PREP Our Futures multiple digital, as well as offline presences, the campaign will consistently link back to a PREP Our Future landing page hosted on The Planned Parenthood Action Fund along with the sites additional campaigns. Comparable to PPFAs GYT Campaign, the PREP Our Future Campaign will partner with a number of partner organizations including media conglomerates, health, youth and educational organizations (versus a single partner in the similar GYT campaign). Multi-faceted partnerships will drive messages of cross-partisan and ideological support and the site will therefore broadcast these logos on the campaign landing page, with links & additional traffic/press leading to the landing page from each supporting site. Clicking on these scrolling logos will direct the visitor to the PREP 101 page where the activist can learn about the campaign mission, PPFAs involvement, navigate back to PPFA or any of the participating organizations. This navigation will allow PPFAs parent involvement to be available yet not broadcasted. Still, the navigational layout will retain that of the Action Center allowing for easy access between the home-site. All content (site links, resources, media articles, etc.) hopes to be shareable and customizable to provide activists opportunity to influence their own preferred networks in a comfortable and authentic method. *IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 16 View navigation structure here: http://birthcontrolmatters.tumblr.com/ PREP Our Future Facebook Presence: PREP Our Future will link to a unique landing page on the main PPFA Facebook account with messaging reflecting a more educational and social tone that of the youth-oriented campaign hub to be created. This Facebook landing page will consist of a large image of a youth classroom with a link to sign the petition and to Like the PPFA. Here, we will drive the most wide-raging audience of all the social platforms. PREP Our Future will also include a Faculty Facebook group for youth oriented leaders (educators, parents, organizations, media and policy makers) to network and share bestpractices for action and advocacy. PREP Our Future Twitter (@PREPOURFUTRE) Presence: Separate from the PPFAs parent Twitter account, PREP Our Futures Twitter presence will seek to address the adult leadership audience including parents, educators, researchers, relevant organizations. Through the posts, and tools such as Twiangulate, the PPFA will drive its audience to publically request action to policy members who may influence PREP grants in congress as well as media. Tweets will seek to drive re-tweets by @PREPOURFUTUREs audience to key influencers and those who may influence leaders and media/bloggers in areas such as healthcare reform and connections to mainstream media outlets, for example. In addition to sharing from affiliate PPFA accounts and organizations, the campaign Twitter platform will seek to influence additional networks by influential third-party organizations connected to relevant topics through Twitter tools such as icerocket.com/listorious.com, influence top influencers through klout.com, and define and promote popular and relevant existing hashtags through tools such as tagdef.com and act.ly. PREP Our Future YouTube & Photos via Tumblr: *IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 17 PREP Our Future will provide shareable media and personalized campaign stories through YouTube and Tumblr, driving video media stories and photos of citizens speaking out & demonstrating real-life case-studies of PREP grants influence. The goal of these platforms is to add credibility and value to representative outreach. All media (i.e. videos and photos) will be automatically uploaded to social networking sites and indexed by tag and caption to PREP OurFuture.com to demonstrate momentum and awareness. Also, each site will be integrated with the campaign design them with information and a focus toward a link back to the campaign hub to mobilize action.

PREP Our Future: Messaging

The following main messaging will be found on the campaign hub landing page as well as provide the content for email outreach. Campaign Slogan: PREP Our Future.Com PREP Our Futures campaign slogan aims to pull on emotional national tendencies with the use of our and future. Also, the slogan associates the PREP grants and the action to educate future generations. The slogan will include .com wherever possible in design themes to ensure offline/online integration as well as a link back to the online hub. Top Line Message: PREP Our Future.Com: Grant Youth Educational Health Choices This top line message seeks to provide enough context for a reader to understand the campaign context in outside sources, while steering clear of controversial messaging. Instead of the partisan debate surrounding the word choice, the messaging here is plural and signals an issue that can cover both sides of the choice debate by providing more than one option. This top line message will be used across the campaigns digital and offline presence as well as online, social and mobile advertising.

*IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 18 Sub Messaging: Contextual messaging for Prep Our Future will aim to provide concise awareness towards the campaign while driving action using the crissitudity strategy. Sub-messaging will include: Crisis Context: We need your help to save Personal Responsibility Education (PREP) Programs for youth close to you. The House recently introduced Bill [Link to more info + petition] H.R.1085, which seeks to support federal budget cuts by reducing these PREP grants. PREP grants fund evidence-based, comprehensive sex education programs of our nation.
Urgency:

Bill H.R.1085 is up for debate in the House in the next coming days.
Opportunity:

Your signature will urge Congress to preserve PREP grants for the coming year. Act now and sign the petition to PREP our future [include link].
Facebook Messaging:

PREP Our Future Facebook content will produce a wide-ranging variety of posts to appeal to all audience demographics, entice shares & comments/engagements, and integrat with other online campaign presence platforms. Content will include links to: Campaign collateral Snackable data such as infographics or informational data/ Did you know? statements Media including YouTube and Tumblr Photos all tagged, with captions leading back to PREP Our Future.com

*IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 19 PrepOurFuture Library resources such as third-party research reports and white papers and data sheets for educators and health care providers Sample Posts PREP Our Future Facebook Posts: Did you know the United States has the highest teen pregnancy rate among the worlds developed nations? Take action now [link to campaign hub]. Have you heard Jills story [Link to YouTube video]? Do you have a similar experience? Tell us. Half of sexually active young people in the U.S. will contract a sexually transmitted infection by age 25. Read full report and others here [link to PREP library]. Help us educate our youth click share. Are you following PREP news on Twitter? @PREPOURFUTURE

Data taken from Sex Education see Works Cited. Twitter Messaging: In effort to influence and drive awareness to adult leaders, the Twitter channel will focus on sharing content, such as links to: Media coverage
Snackable data such as infographics or simple data/ Did you know? statements

PrepOurFuture Library resources such as third-party research reports and white papers and data sheets for educators and health care providers

Re-tweets from key influencers

Sample Posts (Top tags and handles taken from http://listorious.com/): *IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 20 To @[PolicyMemberTwitterHandle]What actions are you taking to ensure our #children have access to #PREP education? [Link to site]. FYI @tombarrett @larryferlazzo @shellterrell ~750,000 #children in US will become pregnant this year. Read new report from @usedgov [link to 3rd party report on campaign site] #PREP #activism Thank you for your help with #PREP RT @NEA Today: Red flag conservative policy makers seek to cut educational grants [link] Hi @organizedwisdom! Did you know #PREP has resources for #healthcare providers to support childrens health #education? [link to Faculty landing page]

PREP Our Future: Paid Advertising

While the campaign will strive to produce awareness through social media, personalized PR outreach to bloggers, media, and social influencers, and offline collateral pieces, PREP Our Future will drive the largest amount of its budget towards paid advertising. Although all campaign advertising will seek to test different broad and niche audiences, two types of ads will run one youth oriented ad to the campaign landing site and one geared toward caregivers and health and education leaders linking to Faculty pages of the campaign site. Advertising content will feature more negative ads (threatening urgency / possible outcomes of PREP cuts) to draw audiences in with messages of crisis, while leading to landing pages/content with positive messaging of opportunity and leading to links to take action and/or donate. PREP Our Future will run the following types of advertising: Mobile Advertising (through networked mobile sites): o o Will use a mobile advertising network such as Millennial Media Geo-target youth audience by location

*IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 21 o o Geo-target ads to adult audiences around large events/rallies related to campaign Geo-target national regions with low-broadband/high mobile use

Social Advertising: o o Will use Facebook as primary social advertising vendor Will test sponsored story ads, CPC ads, and premium ads to see which work more effectively

Paid digital advertising: o Paid advertising will focus on achieving the highest frequency for the least amount of money and will evolve from testing many smaller niche audience responses. Campaign brand advertising will focus on CPC high saturation ad campaigns, with a super high saturation over a 24 hour period leading up to the end of the campaign.

Search content ads: o Will purchase and test Google paid ads targeting users who search for relavant keywords related to campaign topics.

*IMAGES are available on http://birthcontrolmatters.tumblr.com/.

STEELE 22

The Planned Parenthood Action Fund. "About Us." Planned Parenthood Action Center. Web. 11 Aug 2011. <http://www.plannedparenthoodaction.org/about-us/about-us.htm>. The Planned Parenthood Action Fund. "Birth Control Matters." Planned Parenthood Action Center. Web. 11 Aug 2011. <http://birthcontrolmatters.org/>. The Planned Parenthood Action Fund. "Birth Control and Other Preventative Healthcare." Planned Parenthood Action Center. Web. 11 Aug 2011. <http://www.plannedparenthoodaction.org/positions/keeping-birth-control-affordable81.htm>. The Planned Parenthood Action Fund. "Sex Education." Planned Parenthood Action Center. Web. 11 Aug 2011. < http://www.plannedparenthoodaction.org/positions/fighting-real-sex-education97.htm>. Planned Parenthood Federation of America, Inc. ""Ready for change?"." Planned Parenthood. Web. 11 Aug 2011. <http://www.plannedparenthood.org/scripts/disclaimerPopPPFA.asp?url=http%3A//www.plan nedparenthoodaction.org/>.

Works Cited

*IMAGES are available on http://birthcontrolmatters.tumblr.com/.