Planned Parenthood makes a splash on Tumblr

While many brand managers flock to Instagram and Vine to tell their stories, the health nonprofit is using a familiar blogging format. Here are details and metrics.

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Many marketing managers struggle to tell compelling stories using social media.

With its latest campaign, marketing managers at Planned Parenthood are targeting a younger generation—and using the blogging platform Tumblr to do so.

The campaign—Care That Counts—marks the organization’s 100th year, and aims to bring its messaging around sexual and reproductive health to the forefront through storytelling.

In a lengthy The New York Times article about the campaign, Planned Parenthood spokeswoman Carrie Mumah said that the 100 stories told over the course of 100 days would be done in the style of the popular Humans of New York blog.

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