For years, Planned Parenthood has been primarily known for its proactive and continuous efforts regarding reproductive healthcare services and their advocacy for reproductive rights.
We are now introducing Planned—a parent company that will oversee the new services being offered alongside Planned Parenthood—whose primary focus is to support and empower the choices make and guide them to live full and healthy lives.
Planned will work as an umbrella over the different areas of focus they will now pursue, connecting to their mission of supporting individuals throughout their journeys in life. Planned Parenthood will remain, but will now focus primarily on parenting help, family growth, and family health.
INTRODUCING PLANNED
Whatever you need, we'VE planned for it.
OUR NEW MISSION
We encourage and support individual's decisions regarding their family growth, health, and peace of mind — empowering people to make informed decisions to live full and healthy lives.
OUR CORE VALUES
GROWTH
Planned is encouraging people to push their own boundaries, try new experiences, and to have more awareness in the choices they make. It involves confronting and working through personal obstacles and patterns of behavior that may hinder emotional well-being and fulfillment.
PEACE OF MIND
Planned is supporting people to feel confident in the choices they make for themselves and/or their families, whether it's wanting to have kids, asking for help, or working through hard experiences. People will be fully informed on a range of topics so they can make informed decisions on their bodies, health, and life choices.
HEALTH
Planned is educating individuals about healthy lifestyles by promoting mental, emotional, and physical health. The goal for people is to have a good quality of life, increased life expectancy, and vitality by encouraging habits and practices that support long-term health and well-being. By promoting physical activity, nutritious eating, stress management, and other healthy behaviors, health promotion initiatives help individuals live longer, healthier lives.
OUR BRAND - THEN
WHERE WE CAME FROM
Planned Parenthood expanded its services to include range of reproductive healthcare. This includes family planning, STI testing, treatments, general healthcare for men and women, cancer screenings, and . While their healthcare services have increased over the years, so has the public backlash regarding laws on abortions. They have been fighting harder than ever to counteract the negative perceptions people have of them to continue to offer their healthcare services.
OUR BRAND - NOW
WHERE WE ARE GOING
Planned Parenthood is now introducing their parent brand, Planned, inspired by an initiative to further educate people and guide them through all the choices they make to live their lives the way they choose to. Planned will encourage individuals to focus on the core values of personal growth, health, and peace of mind. Planned is expanding beyond reproductive health care and into more community efforts that keep people happy, healthy, and informed.
OUR AUDIENCE
We are diving into several personas that embody the spirit of those that are associated with Planned Parenthood in one way or another. These personas help researchers gain a deeper understanding of their target audiences as well as those who sit outside that scope. The personas assist brands with crafting tailor made messaging, products, and services to better meet the needs and preferences of these audiences.
The personas help with empathy and connection by humanizing their customers. It's easier to create authentic connections with their target audiences when they can relate to the challenges, goals, and aspirations the consumers look for when choosing a brand.
She schedules her annual physical every year because preventative healthcare could have caught her mom's illness sooner.
She practices art therapy techniques when she gets overwhelmed with school and work because it helps her
to calm down and refocus.
She writes out all of her to-do lists in a specific notebook so she can stay on track and prioritize the important tasks when she's forgetful.
LINKS TO OUR GUIDES
These books contain information on the history of the brand, research regarding the introduction of the new brand, the development of the new branding, and the new standards in which the new branding is to be used. Click the links below to read more.
