Abstract of Saving Grace
This study investigates how Planned Parenthood’s (PP) branding strategy makes an effective emotional connection to consumers and that its shortfall in delivery of service provides opportunities for Pregnancy Help Centers (PHCs) to capitalize on those shortcomings. Secondarily, the study focuses on understanding how consumers want to feel buying or using the brand and helps PHCs learn how to accurately position themselves in the minds of consumers.
One-on-one interviewing was used with a group of 70 participants. They were then separated into four categories: Younger (18-29 years old) and older (30-50 years old) abortion customers and younger and older “other services” customers. There were at least 20 African American, 20 White and 20 Hispanic participants. Most participants received a surgical abortion, but many others received chemical abortions. The remaining women underwent both surgical and chemical abortions.
The PP brand is a strong and resilient brand that presents itself as the only option for sexual health. PP provides a confidential, judgment-free zone that reinforces the decision to abort. PP provides a safe haven for those looking to make their pregnancy disappear quickly through the path of least resistance, absolving themselves of any guilt or damage to their futures. PP purposely involves themselves in the furtherance of risky behaviors.
PHCs must now utilize the weaknesses of PP as their strengths. They must focus on providing “whole person health” and not just focus on sexual health. This study uncovered a lack of awareness of PHCs and a need to rebrand them all over the country.
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