Planned Parenthood of Metropolitan Washington – BackUp


Proof Strategies expanded brand awareness of Planned Parenthood of Metropolitan Washington (PPMW) and its new primary and gender-affirming care services.  Our efforts attracted DC residents from across the city for all three days of programming, increased engagement on PPMW social media platforms and grew support channels of organizational volunteers and donors.


Planned Parenthood of Metropolitan Washington, D.C. (PPMW) is a leading provider of high-quality, accessible health services for the local community. The organization tasked Proof with promoting its newest suite of high-quality healthcare services, including gender-affirming hormone therapy and primary care, during a series of expert-led events hosted by The Outrage, a women-founded apparel company whose proceeds support organizations creating social change and gender parity.


Proof developed an integrated media strategy to expand brand awareness of the local affiliate and its community-specific services among target audiences and the local community. The team’s goals were to attract a high volume of attendees across all the organization’s programming; secure media placements from top-tier media; and increase engagement on PPMW owned properties such as its social media platforms and the affiliate website.


PPMW garnered more than 140,000 digital impressions from Facebook and Snapchat targeted ads, more than 75 attendees across the organization’s programming series, and cultivated relationships with tier one reporters at publications such as The Washington Post, the Washington Business Journal, and NextStar Television.

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