Power to Decide

Every woman should have the power to decide if, when, and under what circumstances to get pregnant. For young people in particular, having access to accurate sexual health information, including the full range of reproductive options, helps protect their opportunities for the future. That vision was the driving force behind the recent rebrand of Power to Decide, the campaign to prevent unplanned pregnancy.

After 21 years of non-partisan leadership and unprecedented success in reducing rates of teen pregnancy, The National Campaign to Prevent Teen and Unplanned Pregnancy wanted to update its brand. It sought to express more succinctly its unique vision and approach, and to better engage and inspire current and new champions.

To create their new brand identity, Power to Decide engaged MG to work with its staff, its partners and supporters, and young people across the country to identify and elevate the organization’s unique value as a trusted resource for information, access, and opportunity.

Research and engagement began with focus groups with girls and young women in African-American and Latino communities to better understand their perceptions and needs related to birth control. It continued with conversations with a wide variety of stakeholders across the political spectrum to narrow in on the organization’s unique role. From those insights, we developed and tested elements of the brand via online and social media engagement with thousands of people over several months, giving us real-time feedback and guiding our human-centered design approach. In addition to creating the final brand, MG worked with Power to Decide to apply it to a new website, collateral pieces, and social media platforms.

The resulting Power to Decide brand has been enthusiastically embraced since its launch in December 2017. It represents a powerful shift from prevention (which can trigger shame and blame among young people who experience an unplanned pregnancy) to opportunity. It reflects a renewed focus on opportunity and empowerment and a commitment to ensuring that all young people—no matter who they are, where they live, or how much they or their families earn—have the power to decide if and when to get pregnant. And it makes a compelling invitation to everyone who believes in young people to help expand and protect the power to decide.

“Our rebranding journey—from concept to research to launch—could not have gone smoother thanks in no small part to our colleagues at MG. You made the journey challenging, interesting, and hugely rewarding. We landed in a very happy place thanks to the commitment and support of the MG team.”

      — Bill Albert, Chief Innovation Officer, Power to Decide