Osocio NL

Gynopomorphic pill hits the US campaign trail #waronwomen

Posted by Tom Megginson | 20-06-2012 14:29 | Category: Women's Issues


This guerrilla campaign by Planned Parenthood is lots of fun.

“Pillamina” is a character dressed as a giant birth control pill package who will follow United States Republican 2012 Presidential candidate Mitt Romney on the campaign trail. Romney is on record criticizing President Obama’s legal requirement that all employers cover contraception services in their health insurance plans.

Denying birth control coverage (even while erectile dysfunction drugs often remain covered) is being framed on the right as a “freedom of religion” fight. On the left, it is seen as one more volley in the “War on Women” — the popular brand for continued limitations of women’s reproductive choice by the Republicans at all levels of government.

From Planned Parenthood’s Facebook Page:

A ton has happened in women’s history since birth control was approved in 1960. Just ask Pillamina – she was there! http://bit.ly/MdybhE

From the Supreme Court decision to overturn the ban on birth control in the states, to the passage of Title X, and the swearing in of Nancy Pelosi as the first female Speaker of the House, Pillamina has been around. Where else has she been?

What follows is a lighthearted slide show in which Pillamina is awkwardly photoshopped into historical context:


From Think Progress:

In a statement introducing Pillamina, Planned Parenthood Action Fund President Cecile Richards noted that her organization wants to emphasize the fact that birth control is “an economic issue for women — period. That’s something that President Obama clearly understands, and that Mitt Romney simply doesn’t.” Romney has said that he opposes requiring insurers to offer birth control coverage without additional co-pays.

[more after the break]

The Pillamina character was actually launched last year as a campaign to make birth control with no co-pay a reality under the new health care law. And she succeeded:

Theatrics like this (or like female Michigan legislators performing “The Vagina Monologues” with Eve Ensler on the steps of the legislature) are unlikely to influence their critics, who have religious and political conviction on their side. But old white men are not the target market here. The entire point of these exercises is to mobilize the woman vote through movements like Planned Parenthood’s own Women Are Watching.

Women Are Watching (Planned Parenthood, USA)
Think Progress

My comment


Your comment will not be visible until a moderator approves it.

Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.

image of a graduation cap

Recent in Academy

Branding a time-bound campaign, Forest & Bird did it.

It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Read more

Can fundraising marketers recreate the #icebucketchallenge?

Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
Read more

About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)