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Friday, September 07, 2012

Haberman just launched “Myself, My Health,” a campaign for Hennepin County, Minn.

Haberman just launched “Myself, My Health,” a campaign for Hennepin County, Minn., to promote the use of sexual health clinics by youth and young adults, particularly among audiences with higher prevalence of unplanned pregnancy. The goal — to portray this audience in a positive light, and increase website visits and clinic appointments.

You’ve seen most campaigns of this type, scare-based messages to drive teen health behavior changes.

Ugh. That doesn’t make them want to go. Instead, this campaign focuses on the emotional barriers of going to a clinic and addresses that fear and anxiety head-on.

We knew we needed to create authentic conversation that doesn’t talk down, and isn’t pushy. So, we formed a diverse and passionate youth leadership board to inform the campaign — and that board created a positive and empowering message, a “pro-teen” solution to addressing fear.

Haberman translated their message into a campaign which broke in August on zoned cable television (e.g., MTV) and online radio (e.g. Pandora); and with online advertising, malls, transit advertising and grassroots marketing (e.g., events). And early results show web traffic is up.

See and hear the work— here.