About the Campaign

Following the Supreme Court’s landmark ruling to overturn Roe v. Wade, Planned Parenthood began a fierce campaign to get reproductive health champions elected across the country.

Planned Parenthood partnered with Blueprint, to target crucial races in Minnesota, Pennsylvania, Georgia and Virginia, where reproductive rights were on the ballot.

The Creative

Blueprint incorporated, adapted and remixed Planned Parenthood’s bold and fresh Take Control branding.

Our creative aimed to demonstrate how Planned Parenthood-endorsed candidates were “no-nonsense fighters,” defending Minnesotan’s reproductive rights.

Our digital campaign included a mix of targeted positive, comparative, and GOTV static and video ads.

The Results

For the first time in Minnesota’s history, the state emerged as a “pro-choice trifecta” with the Governor, State Senate, and State House all containing pro-choice majorities. 

Voters decisively re-elected Governor Tim Walz, Lieutenant Governor Peggy Flanagan, Attorney General Keith Ellison, and Secretary of State Steve Simon.

Democrats also flipped the State House and held the State Senate, successfully blocking the predicted “red wave” in Minnesota.