Taking the awkwardness out of talking about sex

Talking about sex can be a difficult conversation, so Planned Parenthood came to Threespot about making their web presence more approachable to young women in their teens and early 20s. We worked with the organization to shift the tone of the conversation from the awkwardness of “I’m talking to my parents about sex” to the reassurance of “I’m talking to my trusted aunt about sex.”

Based what we learned about their organization, audience, and stakeholders, our strategy encouraged Planned Parenthood not to shy away from the more emotional aspects of their brand. Their website felt institutional (think outdated stock photography, broad messaging)—more like a hospital website than a teen-friendly hub. Threespot created a unique teen-centric  website (that lives alongside their primary and advocacy sites) featuring modern graphics and relatable imagery of people in their everyday environments. Online tools make topics like testing for STDs and discussing birth control options more accessible. Plus, the frank tone of the content sends the message that sex is a healthy part of everyone’s lives. The redesign has reinforced Planned Parenthood’s position as a trusted authority for young women.