planned-parenthood

Twitter Ads Pushed Komen Change of Heart

  |  February 3, 2012   |  Comments

Pro-choice groups ran Twitter and Google ads, while the abortion topic heated up social media sites this week.

Pro-choice advocates utilized paid online advertising, social media, and email this week to challenge Susan G. Komen for the Cure's decision to halt funding for Planned Parenthood. It apparently had an effect, and early Friday afternoon, Komen reversed the decision.

The controversial topic permeated online and broadcast media since Komen announced the discontinuation of grant money to Planned Parenthood on Tuesday.

In an effort designed to pressure Komen, Planned Parenthood's marketing team bought Promoted Tweets on Twitter for the search query "Susan Komen." Here's Promoted Tweet copy spotted by ClickZ News this morning: Please RT: Women's lives can't afford to be caught up in political battles. Add your name if you #standwithPP: http://bit.ly/wjkV0F#komen.

Social justice and health blog HealthJusticeCT also bid on Twitter keywords, following up with this Promoted Tweet copy: Why Pink Ribbon Money Matters for Women of Color http://www.healthjusticect.org/aligning-pink-money-with-the-heart-and-head-why-pink-ribbon-money-matters-for-women-of-color by@JenCarrillo #komen.

On Google, pro-choice advocacy group Emily's List purchased "Susan Komen" keywords. The ad's headline read: Don't Let the GOP Force Susan G. Below it appeared the copy: Komen to Defund Cancer Screenings!

Liberal group MoveOn.org sent an email to its huge list on Wednesday. The subject line read: Susan G. Komen Did What?!

MoveOn's email was pushing a petition designed to pressure Komen towards reversing its stance. The petition garnered around 330,000 signatures.

As hot-button political issues tend to do, this week's brouhaha has served as a fundraising platform for both sides of the abortion issue. After Tuesday's news broke, Planned Parenthood raised $400,000 from 6,000 online donors during the following 24 hours, while receiving six-figure donations from wealthy contributors such as New York City Mayor Mike Bloomberg.

And before today's pivot, pro-lifers rallied behind Komen. According to a Wall Street Journal report, the breast cancer foundation had been seeing an influx of donations in the last few days.

Social Media Becomes Messaging Battleground

planned-parenthoodPlanned Parenthood has authored seven Facebook posts to its page since Tuesday, all intended to foster support around the Komen situation. The nonprofit pushed a shareable "Still Standing with Planned Parenthood" image that appeared to gain traction on the social site. Almost 15,000 Facebook users "liked" that particular post.

On the other hand, Komen finds itself in a most unusual position on Twitter. For the last few days, its community managers have favorably responded to pro-life tweets hash-tagged with "#IStandWithKomen." Now, the org's social media team must deal with a reversed stance, not to mention a flurry of Twitter users who fall on both sides of the divisive abortion issue.

In the last two hours, the @komenforthecure account has responded around 20 times to Twitter comments with the exact same message: Please read our latest statement. The statement from the organization's founder and CEO Nancy Brinker apologized "to the American public for recent decisions that cast doubt upon our commitment to our mission of saving women’s lives."

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter. Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...