PLANNED PARENTHOOD | CARE CAFE @ SXSW 2023
Up until I joined the National Office of Planned Parenthood, my professional experience had been mostly grounded in traditional ad agencies. Leading Planned Parenthood’s in-house creative team has been equal parts challenging, inspiring and energizing. You learn a lot about the resiliency of a team when you join them at their most vulnerable, and I’m constantly in awe of the way that team shows up every day to do the work that needs to be done.
Our Care Cafe activation at SXSW 2023 was just one highlight. In the heart of a state with a near total ban on abortion, we created a space where Texans and SXSW festival attendees could stock up on some health care essentials, learn about the wide range of services our health centers provide, and show their support.
The Care Cafe gave our social media team a cache of content to amplify during the festival, with some stories planned and others - like a surprise visit from actor and activist Kerry Washington - spontaneous.
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The Care Cafe was featured in an Ad Age article covering the festival’s brand activations.
Over 4500 people visited our cafe during SXSW 2023, and many shared their stories. Getting the opportunity to lift these voices was easily the best part of being able to bring this activation out into the world.
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