Planned Parenthood of New York City isn't mincing words in its latest campaign. In a brazen and explicit video released Tuesday, city dwellers rattle off a list of people who should get "fucked," in a series of references to the common struggles of metropolitan living.
"Fuck anyone who's about to get fucked by the L train. Fuck manspreaders. Fuck subletters. Fuck anyone who can afford their rent." By the time the list rolls around to "Fuck your hot as fuck bartender," it becomes clear that the statements aren't dismissals, but encouragement.
New Yorkers have more sex than any other Americans, according to surveys by condom brands, and Planned Parenthood wants that sex to be safe. That means providing access to contraceptives, prophylactics, sex education, wellness and preventive exams and STD treatment, all of which is available from PPNYC at low or no cost.
That's all being threatened by lawmakers bent on restricting abortion rights and other sex-related health care. "Defund Planned Parenthood" has become a rallying cry for the GOP, and with the impending retirement of Justice Anthony Kennedy from the Supreme Court, the fate of Roe v. Wade is in doubt.
So the "Protect Our Freedom to F*ck" campaign from BBH ("fuck" is censored in print placements) is targeting millennials with its bold messaging. They're the demographic most likely to use PPNYC's services, as well as the ones whose votes could protect the organization.
Donated placements were secured through MODCo Media, including online video, social media, out-of-home, print, retail, branded merchandise and partnerships with brands like Sustain, Bulletin and Overthrow Boxing. They will appear where the audience is likely to see them: taxi cabs, bars and stores like. Nitehawk Cinema is also throwing a launch event.
Media partners include Nylon, Vice, New York Magazine, Reddit, Verifone, SheKnows, Bustle, SoundCloud, Rolling Stone and Complex, all of which have donated media space. Smuggler's Randy Krallman directed the 45-second video.