Planned Parenthood has responded to the Supreme Court decision to overturn Roe vs. Wade with a powerful spot depicting the ruling as a "dark storm" making its way across America.
The ad, created out of Vice Media creative agency Virtue, depicts darkening skies and foreboding rolls of thunder as women go about their day, with excerpts of news reports about abortion rights in the background. “We’ve all felt this storm coming. It’s been building for a long time…” says the narrator.
It then turns into a call to action as we see women taking to the streets for protest, and the voiceover continues with the words: “We’re built for this. We don’t stand by, we walk into the storm and turn its raw force into something transformative. Together we’re a force of nature.” It ends with a link to Planned Parenthood’s Bans Off Our Bodies movement website.
Planned Parenthood and Virtue partnered to conceptualize the spot, anticipating the ruling. The ad is running on Planned Parenthood’s social channels today and on TV against English and Spanish news content (CNN, MSNBC, NBC, Telemundo, Univision and more), as well as on streaming placements such as Roku. It can also be seen across the internet but especially on news content on websites related to politics, abortion, and reproductive rights conversations, YouTube, and Spotify.