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Diversity, Equity and Inclusion

Planned Parenthood Responds to Supreme Court

Ruling With Galvanizing Ad, ‘Force of Nature’
The reproductive health care organization is doubling down on its fight for
education, support and care
By Natalie Venegas | June 29, 2022

The one-minute spot follows the analogy of a storm sweeping across the
nation as it shows a new fight brewing.
Credit: Planned Parenthood / Virtue

When Justice Samuel Alito’s opinion draft for overturning Roe v. Wade leaked last month, an outpour of urgency
was seen across the country—more specifically, calls for resources, support, protests and justice reached new
heights.

In response to the Supreme Court’s decision to overturn Roe v. Wade last Friday, Planned Parenthood launched a
new spot titled “Force of Nature” to aid in the fight for safe access to abortions and reproductive health.
Anticipating the result, Planned Parenthood worked for months with its agency, Virtue—powered by VICE—to
conceptualize and execute the impactful spot.

The one-minute spot follows the analogy of a storm sweeping across the nation as it depicts several different
people going about their day. As the skies darken and the sound of thunder and lightning crash down, snippets of
news anchor’s voices share the devastating news that “this storm is unlike anything we’ve seen in 50 years.
Abortion has been under attack.” Interrupting the newscast, a narrator explains that the fight will continue while
images of protesters ostensibly prepare in the streets. The spot ends with the call to action to join Planned
Parenthood’s Bans Off Our Bodies movement and fight alongside them.

“It’s important to show the humanity of who this affects. And who is affected is not a monolith. It’s Black and
Brown women, and lower income women who will be affected most. Now it’s up to us to fight back together,”
Heather McTavish, group creative director at Virtue, said in a statement. “To keep moving forward. And, to make
sure all of our voices are heard. To make sure that we have the right to govern our own bodies.”

Standing together

Despite the overturn of Roe v. Wade, Planned Parenthood will continue to provide the information, resources and
care to everyone in need. This will continue over 100 years of advocacy and education.

“The Supreme Court has stolen our right to control our bodies, our lives and our futures. For decades, anti-
abortion supporters and politicians have worked to overturn Roe, through voting restrictions, unjust laws,
misinformation and fearmongering,” Natasha Rothell, voice-over actress, said in a statement. “But for
generations, activists have also fought for our freedoms—and won.”

She continued, “Together, we will build on this legacy by lifting our voices and mobilizing in our communities to
defend abortion rights. We have always been a force to be reckoned with, and we won’t back down now. We will
be fearless. Let our message be clear: keep your bans off our bodies.”

You can find the spot on Planned Parenthood’s social channels and will be seen on television through a media
buy. Ads will air on a national buy against English and Spanish news content such as CNN, NBC, Telemundo,
Univision, etc. as well as on high-impact streaming streaming placements such as Roku and on news content on
websites related to politics, abortion and reproductive rights conversations, YouTube and Spotify. The ads will all
be in English and Spanish.

Digital Health Care Provider Launches Information Campaign in States Most Affected by the Overturn of Roe v
Wade

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