‘Be Seen,’ A Long-Overdue Campaign

Be Seen Campaign BELatina Latinx
Photo courtesy of belatina.com/ Planned Parenthood

Living in the digital age, where communication should not be a problem, one would think that everyone’s concerns would at least be heard. But, unfortunately, this is not always the case.

Too often, we are forced to knock on many doors, face radio silence and respond by shouting in an attempt to get the message across.

Granted, it shouldn’t be that hard, much less when it comes to health and wellness.

That’s why Planned Parenthood has launched “Be Seen,” a campaign focused on making sure that young black and Latino adults are truly heard and seen in the sense of their identity and wellness concerns.

A Campaign With A Clear Objective

“We know that access to health care is the foundation for social change — because when you are able to care for your health and your body,  your potential is unlocked to fulfill your dreams,” Rachel Moreno, Vice President of Brand and Culture Strategy at Planned Parenthood told BELatina News. 

The campaign is being streamlined by Lynn Whitfield, Big Freedia, Rebecca Black, and Paulina Rubio, and together they are letting the younger Black and Latinx generation that they do, in fact, see and acknowledge their concerns. 

“I hope it allows those who have previously felt left out of the conversation regarding personal health and women’s health to feel valued and heard,” Latinx queer artist, Rebecca Black, said. 


Ultimately, “Be Seen” highlights why care for your body is so important, not just to become all you could be, but to help our world fully become what it could be too. It is directed toward a younger generation who are well aware of the services provided by Planned Parenthood, but not necessarily the values of the organization. 

The Importance of Seeing and Being Seen

According to Planned Parenthood, the “Be Seen” campaign will be featured in Atlanta, Detroit, Miami, Orlando, and Philadelphia, and is presented through audio spots from artists Rebecca Black, Big Freedia, and Paulina Rubio, and a documentary-style video series featuring a voiceover by Lynn Whitfield that follows the lives of four inspiring young people, as they move through life with confidence and joy. In addition, the campaign can be followed on Spotify, Pandora, TikTok, Snapchat, Facebook, YouTube, and podcasts that use audio and visual ads.

Best of all, “Be Seen” allows young adults to share encouraging “I see you” voicemail messages to others in their community or to share stories when they’ve felt seen. Anyone can leave a voicemail by calling 1-888-BE-SEEN1. 

“It’s been incredible to hear and see the response to this campaign — we’ve already had hundreds of voicemails flooding in of people sharing times they felt seen, thanking people, or leaving messages for people they want to make sure feel seen too,” the Vice President of Brand and Culture Strategy at Planned Parenthood said. 

However, polarizing ideals have followed Planned Parenthood for ages. So, it’s no surprise that their extensive list of resources is lost in the shadows of misunderstanding and misinformation. 

A New Moment

“The ‘Be Seen’ campaign signals a new moment for Planned Parenthood to proactively elevate our mission and values and to reclaim the narrative that has, for far too long, been defined by opponents of sexual and reproductive health,” said Moreno.

But demonizing an organization that is intrinsically laced in health care can be detrimental to the future well-being of the upcoming generations of the communities that are often excluded, such as the Black and Latinx community. 

“As a new mom, thinking about the world I want my daughter to live in — will she be able to live freely as a multicultural Latina — and have the rights and ability to decide what is right for her and her future, is what brought me to this work and organization. And Planned Parenthood is, at its core, a health care provider; we’re an organization that so many people rely on at such a critical time in their lives,” Moreno added.

“I have always believed in a person’s right to bodily autonomy. Historically, women, nonbinary, and trans people have had to fight and are still fighting from having this right taken away from them.”

The pandemic, without a doubt, further exemplified the cracks in the United States healthcare system and why Planned Parenthood is vital for the survival of marginalized communities. 

The truth is, many Black and Latinx people are still unvaccinated because there haven’t been enough people hearing their concerns. Instead, they’ve basked in misinformation and gone through this situation by ignoring credible sources. This has caused many of them to mistrust the vaccination process, hence refusing to get their COVID-19 vaccine. 

There’s no denying the challenges endured by the community during the pandemic were heart-wrenching, to say the least. However, it has allowed for voices to be amplified. 

Even Rebecca Black used the opportunity to have her voice be heard, despite the strange situation imposed onto the world last year. 

She said that the heaviness was not easy on her, like for many, but she was able to develop the honesty factor in her work from her experience with the pandemic. Thanks to that, her latest single, “Worth It for the Feeling,” helped her cope with her emotions while dealing with the uncertainties of the world that unraveled before her eyes. This song may, too, become a way for the community to deal with their emotions as the perils of the pandemic subside in the United States.

Overall, “Be Seen” is opening the path for everyone’s needs to be noticed once and for all.