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ABCD's Sexual and Reproductive Health Services

Goal: Make under-resourced people aware of the extensive top quality sexual and reproductive health services that ABCD makes available at no cost.

Having co-founded the first community health center in the country some 50 years ago, Title X grantee ABCD is still at the forefront of superior service delivery and health equity for underserved communities.

The ABCD in-house team and internal clients came up with clear and direct messaging and a vivid text-driven bilingual campaign focused on helping individuals and couples prevent unintended pregnancies, decrease sexually transmitted infections and HIV, have healthy pregnancies, and stay healthy throughout their lives.

DELIVERABLES included OOH/transit ads, mobile, web and print; a co-sponsored social media campaign with 96.9 FM; Spanish outreach via El Mundo, including its livestreamed program La Hora del Cafe, which hosted ABCD Health Services Medical Director Frinny Polanco Walters, MD.

- Increases of 932% page views and 955% unique visitors

- MBTA transit + geofencing generated 375,000 impressions for 787 clicks and a CTR of 0.21%

- Co-sponsored 96.9 FM social media campaign: 463,885 impressions reaching 172,708 unique users for 1,463 clicks and a CTR of 0.84%

Kyla Bossung, design lead
Darren Szeto and Connor Mattson, design
Lauryn Allen: social media and video production
Lee Phenner, strategy, copy

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