PUBLIC RELATIONS
CORPORATE REPUTATION

Flo Health in a Post Roe v. Wade World

We prepared a menstruation and ovulation app to protect user data.

Overview

We crafted a comprehensive risk scenario plan and strategy to share Flo’s stance on reproductive rights and data privacy through reactive and proactive messaging including a letter from the CEO, social content, and website copy.

Flo App Cycle Tracker
Flo App Tracker
Flo App Screen
Flo Health - Period Tracker
Flo Health - Health Insight
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Our Solution

Following the June 2022 overturn of Roe v. Wade, we hit the ground running, working to ensure media fully understood Flo’s stance and mission, and their response should law enforcement subpoena the company for user data around abortions. This included the quick and extensive rollout of a new app feature to further protect user data: Anonymous Mode.

Results

Amid emotions, controversy, and calls to delete period tracking apps over unclear privacy policies, we took quick action and launched Anonymous Mode, providing a hopeful solution and positive conversation shift. Our proactive approach positioned Flo as an honest, safe platform, contrasting competitors' inconsistent stances on legal requests for information.

50+ Inbound Media Inquiries Managed

30+ Anonymous Mode Stories Placed

50+ Inbound Media Inquiries Managed

30+  Anonymous Mode Stories Placed

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TL;DR