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