Following the fall of Roe v. Wade, Reproductive Health Services of Planned Parenthood of the St. Louis Region took on a pivotal role, not only for the local area but for the entire Southern region.

In the face of increasingly stringent abortion regulations in Missouri and neighboring states, the organization established a regional logistics center in Fairview Heights, Illinois. The center offers financial, lodging and transportation assistance to individuals seeking abortion care. With abortion bans taking effect across the Southeast, those affected by the policies found themselves traveling north, often arriving in Southern Illinois.To widen its impact and inform prospective patients in nearby states, the Planned Parenthood division launched a marketing campaign to raise awareness about the center among women aged 18 to 35.

With a $63,000 budget, the campaign effectively used paid search and paid social media advertising to disseminate the information. By harnessing grant funding and partnerships, the campaign extended its reach to those living in states with abortion bans in place. The message was clear: “Need help accessing abortion? The Regional Logistics Center can help.”

The campaign achieved an impressive 9.9% click-through rate, directing more than 6,400 visitors to the center’s landing page and generating more than 630 calls from patients across the targeted states, the center said. The campaign, created by Hedy & Hopp, captured silver for the Tiny but Mighty category among providers/ and insurers in the Healthcare Marketing Impact Awards 2023.