Planned Parenthood Wants to Protect Your ‘Freedom to F*ck’ With New Fundraising Effort

The campaign targets younger folks in NYC

Planned Parenthood's NYC chapter served over 60,000 New Yorkers in 2017. Planned Parenthood
Headshot of Katie Richards

Dear New Yorkers: Planned Parenthood of New York City has an important message for you all. If you want to continue to love and sleep with the person (or people) of your choosing, you might want to think about making a donation to the organization’s NYC chapter (which served over 60,000 New Yorkers in 2017).

According to the campaign, “Protect Our Freedom to F*ck,” New Yorkers collectively have more sex than the rest of the country, so Planned Parenthood wants to ensure that all of the sexually active New Yorkers have access to reproductive health care.

The campaign, from BBH N.Y., hits New York today and includes out-of-home, social, online video, digital display, print and a few retail partnerships.

“Planned Parenthood of New York City had to be brave and make fearless decisions to overcome their daunting challenges. So our first goal was getting them to embrace that. Which they certainly did,” explained BBH NY CCO, Gerard Caputo. “We wanted to be celebratory in the face of massive opposition rather than plead their case in a typical PSA campaign that’s easy to ignore. ‘Freedom to F*ck’ is meant to speak to a younger generation more empowered than ever and hopefully willing to help. It all starts with the courage to do something different and we believe we have already succeeded.”

While not directly mentioned in the creative work, the campaign comes shortly after Justice Anthony Kennedy announced his retirement. In the wake of that news many media outlets and social media users speculated about what that change would mean for women’s reproductive rights. With this work, Planned Parenthood NYC is calling on young New Yorkers to make a donation and spread the word that the organization is in need of funding and support.

Outside of the bold and bright print and out-of-home work (and digital video directed by Smuggler’s Randy Krallman, shown above) Planned Parenthood NYC is also rolling out some swag (including bags and shirts). The organization also worked closely with a number of New York City establishments, including Nitehawk Cinema in Williamsburg and Overthrow Boxing to distribute the swag and promote the “Freedom to F*ck” campaign.


Client: Planned Parenthood of New York City
Board Chair: Katie Danziger
Chief Executive Officer and President: Laura McQuade
Chief of External Affairs: Christina Chang
Chief of Development: Keith Corso
VP of Communications and Marketing: Adrienne Verrilli
Communications Director: Carrie Mumah

Agency: BBH NY
Chief Creative Officer: Gerard Caputo
Group Creative Directors: Hugo Bierschenk, Dean Woodhouse
Copywriter: Liz Loudy
Art Director: Casey Schweikert
Head of Design: Bruno Borges
Designer: Rachel Hess
Head of Production: Kate Morrison
Executive Producer: Abbie Noon
Producer: Rebecca O’Neill
Senior Print Producer: Rachel Freed
Director of Business Affairs: Librado Sanchez
Head of Account Management: Brett Edgar
Account Supervisor: Lucie Kittel
Account Manager: Cristina Flores
Office Coordinator: Elena Licursi
Chairman, Global Chief Strategy Officer: Sarah Watson
Head of Strategy: Kendra Salvatore
Strategy Director: Jenifer Murray
Group Communications Planning Director:Darus Zahm
Communications Planner: Christin Wiegand
Production Artists: Benny Perez, Sam Gilliland

Media Agency: MODCo Media
President: Eileidh Bamford
Business Manager: Libby Van Meter
VP, Media: Jodi Andrews
Associate Media Director: Jeff Klein
Director, OOH: Felicia McCleary

Production Company: Smuggler
Co-Founder: Brian Carmody
Co-Founder: Patrick Milling-Smith
Executive Producer: Sue Yeon Ahn
Director: Randy Krallman
Line Producer: Ian Blain
DP: Ed David

Editorial Company: Friendshop
MD/ Partner: Melissa Mapes
Editor: Ben Suenaga
Assistant Editor: Josh Nowlan
Producer: Laura Shackleford

Audio House: Sound Lounge
Mixer: Seth Phillips
Head of Production: Liana Rosenberg
Producer: Becca Falborn

Music: The Mike Theodore Orchestra “The Bull”

Music Consultant: Mind Your Music
Founder, CEO: Karyn Rachtman

VFX/Finishing: The Mill NYC
Senior Producer: Freya Hewett
Associate Producer: Ija Ochoa
2D Artist: Ben Kwok
VFX Supervisor: Kieran Hanrahan
Colorist: Michael Rossiter

Jonathan Turton
Abbey Drucker
Ricky Rhodes

@ktjrichards Katie Richards is a staff writer for Adweek.