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.