Planned Parenthood of New York City is putting microblogging site Tumblr at the center of an advertising campaign marking its 100th anniversary this fall, writes The New York Times. The online effort, modeled on the popular photography blog Humans of New York, uses text, photos, and video to tell first-person stories of the reproductive-health group’s patients, employees, and volunteers.
Aimed at engaging a younger audience to support the nonprofit, the “Care That Counts” campaign developed with ad agency Kraftworks started July 9 and will post new Tumblr items daily until the New York chapter’s centennial on October 16. The stories cover Planned Parenthood programs such as family planning and cancer screenings as well as the abortion services that have made the group a lightning rod for movement conservatives.
The social-media focus and the prominent placement of abortion stories are smart moves, said Bonnie McEwan, a nonprofit communications consultant who worked at Planned Parenthood’s national office from 1998 to 2000. “There’s going to be controversy no matter what around these topics,” she said. “They don’t want to appear to be avoiding the question.”