Clio

Brand chief Lauren Garcimonde-Fisher on the fight for women's rights, and how creatives can help.

It's been an opportunity for us to really think about the corporate and cultural levers that make change in the U.S. We want to make sure we understand the risk as we make certain decisions. We at Planned Parenthood—and others as well, this is not unique to us—think a lot about abortion stigma and how to normalize abortion as part of the full spectrum of sexual and reproductive health care. We recently joined the Director's Guild of America in conversations with film and TV directors around how to represent abortion in storylines. Corporate partners, celebrities, influencers, all sorts of other supporters—both of Planned Parenthood and just of the right to abortion—were ready with brand and issue messaging to share internally in corporate settings as well as with followers on decision day. We're having conversations around how to get everyone and every company in the fight. So how does our brand respect our legacy and then also look toward the future of what comes next and what is it our audiences need? It is about the fight to control your own body and make decisions that impact your future. So it was about making it clear what this is about—and then transitioning to how we can transform the future by joining together. Absolutely. A lot of people in the U.S. turn to Planned Parenthood for information. So our strategy shifted to getting people ready and helping them understand the impact the decision was going to have. To get a sense of how that messaging has evolved in recent months, from a brand and advertising perspective, Muse spoke with Lauren Garcimonde-Fisher, VP of brand and culture strategy.