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.
We have targeted the "areas of concern" for our target audience which are some of the reasons they would connect with our new mission and core values. They also connect to each individual and connects to the reasons they do certain things or act certain ways.
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.
Areas of Concern
A. Plans ahead and stays prepared
B. Adapts in stressful situations
C. Feels in control of their choices
THE COLLEGE STUDENT
RACHEL CARTER
FEMALE · 23 · NEWARK, NY
STUDENT + PART-TIME JOB
She schedules her annual physical every year because preventative healthcare could have caught her mom's illness much sooner and she wants to be safe.
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.
Areas of Concern
A. Plans ahead and stays prepared
B. Adapts in stressful situations
C. Feels in control of their choices
THE PREGNANT TEEN
MAI-LYNH TRAN
FEMALE · 17 · MURRIETA, CA
STUDENT
She worries about her family's reaction to her pregnancy because her parents can be very traditional, even though they are generally supportive.
She transferred to a continued education high school because she knew they would be able to offer more guidance while pursuing her education while pregnant.
She seeks her parent's advice before making major life decisions because she trusts that they give her useful advice.
Areas of Concern
A. Plans ahead and stays prepared
B. Adapts in stressful situations
C. Feels in control of their choices
THE FREE SPIRIT
Benda 'NAN' NEELEY
FEMALE · 73 · BOSTON, MA
RETIRED
She took self-defense lessons because she wanted to be able to protect herself while traveling alone.
She joined support groups for abuse survivors so she wouldn't have to carry the weight of her past by herself.
She loves wearing colorful clothing and funky jewelry because her ex wouldn't allow her to wear anything "flashy" without being accused of cheating.
Areas of Concern
A. Plans ahead and stays prepared
B. Adapts in stressful situations
C. Feels in control of their choices
THE FAMILY MAN
ANDREW PARK
MALE · 36 · CHARLOTTE, NC
GRAPHIC DESIGNER
He started college funds for his "children" years before starting a family because he's always known he wanted kids.
He joined a bowling league because he wasn't getting enough "me-time" to pursue his hobbies in his down time.
He pays to use LinkedIn Learning to keep
up to date on various skills because he feels there's always something new to learn or improve upon.
Areas of Concern
A. Plans ahead and stays prepared
B. Adapts in stressful situations
C. Feels in control of their choices
THE CHILD-FREE TRAVELER
AARAV CHARNA
MALE · 38 · SEATTLE, WA
BANKING
He taught himself how to change a tire because he hates waiting for AAA.
He pampers himself with luxury skincare brands because they help him relax when he is anxious or stressed out.
He got a vasectomy because being a father does not and has never interested him and does not suit his lifestyle.
Areas of Concern
A. Plans ahead and stays prepared
B. Adapts in stressful situations
C. Feels in control of their choices
THE FEMENIST
AUMIA BESHARA
FEMALE · 28 · COLUMBUS, OH
PRODUCT MANAGEMENT
She makes an effort to try different cuisines every month because she wants to be prepared when she travels.
She believes in karma and always practices acts of kindness for strangers because it helps her feel better when doing good to help others
She is not very religious but chooses to wear a hijab because it was part of her upbringing and makes her feel more comfortable and connected to her family.
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.
