planned parenthood | Roo

The influencer series that helped over 1 million teens get their sex ed questions answered. 

In the US, only 24 states mandate teen sex education. And only 13 of those states require it to be medically accurate. The sex ed knowledge gap means teens from underserved communities are getting their information from unreliable sources. 

With Planned Parenthood we created Roo High School, a YouTube series that sent a diverse cast of influencers of different ethnicities, gender identities, abilities and orientations, back to school to talk about sex ed. Co-creating with trusted peer influencers, we showed teens that even the people they look up to have awkward sex ed questions. Then, Roo High School gave teens a place to find answers - Planned Parenthood’s free, anonymous, accurate sex ed chatbot Roo.

The campaign beat every objective. It reached an audience of 91% teenagers, generated a 1300% increase in Roo conversations.Doubled the conversation goals in just 3 weeks from launch with almost a million awkward sex ed questions answered.

This incredibly diverse and brave work was conceived of and produced by an incredibly talented team at R/GA. My role was Co-ECD with my creative partner Gen Hoey.

Awards:

• Fast Company World Changing Idea Award

• Webby Award Winner - Social, Health + Fitness

• Effie Award Winner - Disease Awareness + Education

• AICP Award Winner - Influencer

• Shorty Social Good Award Gold - PSA, Influencer + Celebrity, Multi-platform campaign, LGBTQ+