ABSTRACT
The Planned Parenthood Federation of America (PPFA) provides a benchmark against which other causes in the nonprofit sector might measure the applicability of marketing to their programs. In particular, the PPFA has demonstrated how in-depth research and surveys can translate into a meaningful strategy for the social marketing of ideas, which in this case have to do with a highly sensitive and controversial subject—human sexuality and teen pregnancies. Planned Parenthood has always been divided on the subject of whether providing family planning services to teens free of charge makes it more or less likely that teens will use the service effectively. Planned Parenthood has always engaged in a mix of advocacy and direct services programs for people in need of reproductive health care. PPFA's affiliates provide direct services to hundreds of thousands of teens. Planned Parenthood currently is designing a long-term, overarching campaign aimed at making Americans "sexually literate.".
