Planned Parenthood Case Study

This case study seeks to explore the ways Planned Parenthood, a non-profit reproductive healthcare organization, utilizes its social media and “hashtag activism” to mobilize its supporters on the political front and in turn generate donations in the wake of the Trump Administration’s threats to “defund” the organization. More specifically, however, this case study will analyze Planned Parenthood’s recent hashtag campaign that took place on March 29th, #PinkOut, and will further evaluate Planned Parenthood’s social media management on their Facebook and Twitter pages. As evidenced through the organization’s successful renewal of the #PinkOut campaign, Planned Parenthood’s social media platforms exemplify how non-profits can utilize social media and the trend of hashtag activism to successfully spread awareness and encourage engagement from their supporters that result in action.
Planned Parenthood Federation of America

With nearly 650 affiliated health centres across the U.S., Planned Parenthood offers vital services such as cancer screenings, abortions, STD diagnosis and treatment, sexual education, contraception, and much more (“About Us”). As a result, the organization plays a large role in the reproductive health and rights movement (and in turn the gender equality movement) stating on their website that they “were founded on the revolutionary idea that women should have the information and care they need to live strong, healthy lives and fulfill their dreams – no ceilings, no limits” (“About