Big Freedia, Rebecca Black and Paulina Rubio highlight the lives of Black and Latinx youth for Planned Parenthood

Campaign from Virtue features messages of acknowledgment and empowerment

Published On
Apr 28, 2021

Editor's Pick

The national debate about Planned Parenthood focuses on conservative opposition to abortion care, but that rhetoric often overshadows the other health services the organization provides on a sliding scale for people without health insurance and to anyone regardless of gender, immigration status or sexual orientation.

A new campaign from Virtue highlights not the specific procedures available at Planned Parenthood but the acceptance that patients find there. “Be Seen” is aimed particularly to Black and Latinx youth, who often have a more difficult time accessing health care and have suffered disproportionately during the pandemic.

Emmy-winner Lynn Whitfield provides the VO in a spot that follows four young people. Musicians Big Freedia, Rebecca Black and Paulina Rubio also voice audio spots with similar messages of empowerment. Viewers can also leave their own voicemails to others in their community by calling 1-888-BE-SEEN1.

Big Freedia


The campaign, directed by Bianca Poletti via Epoch, launches in Atlanta, Detroit, Miami, Orlando and Philadelphia, with voicemails and videos running on Spotify, TikTok, Snapchat and YouTube.

Paulina Rubio


“We know that access to health care is the foundation for social change—because when care is limited, so is your potential. When you feel seen, you have full control over your decisions and your body. You can fight for what you're passionate about. You can create the society you wish to see. You can help your community. You can just live and be,” said Alexis McGill Johnson, president and CEO of Planned Parenthood Federation of America, in a statement. “Every person deserves high quality, compassionate health care. Every person deserves information and education about their health and sexuality to best decide how to care for themselves. Every person deserves that foundation. This campaign is designed to support young adults and say, no matter what the world says: We see you—the whole you. And you are worthy of care, respect, and support.”

Rebecca Black



Apr 28, 2021
Client :
Planned Parenthood
Agency :
Virtue Worldwide
Genie Gurnani
Jackie Mucilli
China Macena
Senior Copywriter :
Katie Cascio
Senior Art Director :
Meg Pearce
Senior Designer :
Elliot Salazar
Head of Client Services :
Marianne Pizzi
Account Director :
Yvonne Ng
Head of Strategy :
Susie Lyons
Strategy Director :
Quay Fox
Senior Strategist :
Kim Uong
Associate Strategist :
Nailah Fisher
Communications Strategy Director :
Whitney Wolf
Analytics Director :
Agatha Jung
Senior Integrated Producer :
Jenn Gore
Creative Producer :
Theresa Darlington
Head of Production :
Jill Rothman
Head of Integrated Production :
Daniela Asaro
Production Company :
Director :
Bianca Poletti
Director of Photography :
Corey C Waters
Executive Producer :
Jacki Calleiro
Line Producer :
Francesca Lentini
Editorial :
Editor :
Matt Laroche
Assistant Editor :
Max Hoffman
Flame :
Mark Popham
Executive Producer :
Sila Soyer
Post Producer :
Arlene Perez
Audio Studio :
Honey Mix
Audio Engineer/Mixer :
Eric Thompson
Executive Producer :
Mary Tomasiewicz
Original music by :
Senior Producer :
Julianne Wilson
Senior Producer :
Dottie Scharr
Associate Producer :
Jendayi Bonds
Engineer :
Christopher Keyes

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