SOCIAL PURPOSE:

I DEFY became a social led, integrated campaign that amplifies the voices of the diverse young Americans who are fighting back against attacks on their healthcare and all the other racist, sexist, homophobic stuff that comes their way each day.

While millions of Americans denounce the Trump administration, much of the activism surrounding the election and its fallout was led by older, white, longtime liberals. But young people have something to say, and it’s imperative that we hold them up. Because we all rely on their fighting power and passion to usher us into a better future.

We brought I DEFY to life with:

A 2-hour live Facebook event that took place on the 44th anniversary of Roe v. Wade. #IDEFY Live paired people online with artists on site to transform hateful words and phrases into a beautiful art experience. We then destroyed the art to celebrate the fact that we can work together to take down hate.

Social videos featuring YouTubers that bring their perspectives on abortion stigma, biphobia, whitewashing and other topics to our audience.

A website that houses ways for people to defy through real world action

A unifying gesture: people wrote DEFY across their fists in order to show their support on social media

Over 160K new followers for Planned Parenthood since launch

Over 70k shared their defiance with #IDEFY

Over 14 Million engaged with our campaign

110 Million Impressions

And 1 in 10 people from SMS acquisition opted in to become Planned Parenthood Defenders. These young people went from passive audience members to becoming engaged in the organization’s most intensive Activist program.