Working with the Media to Promote Teen Pregnancy Prevention

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MAKING IT HAPPEN122• Create a buzz. Use complementarystrategies (focusgroups, previews, T-shirts,etc.) to stimulate conversationamong your target audienceso that your message will finda larger audience.Select the type of mediafor your PSAConsider a number of factors,including the type of message(Does it lend itself to visualexpression?), the audience’spreferences (Do they listen to alot of radio? Will they see thebillboards?), the resources available(Has a graphic designeroffered free services?), and cost(Can you afford a sustained TVcampaign?). Each medium hasits advantages and its limitations.TelevisionTV is great for expressing clear,uncomplicated, and visualmessages. A well-placed adcan reach a large and broadaudience quickly. However, itcan be expensive to produce TVPSAs and even more expensiveto secure quality air time,because broadcasters offer freetime at odd hours and chargehigh rates for prime spots.The Family Health Council’sBreak the Silence campaign inPittsburgh has negotiated a goodmix of paid and free radio and TVair time, as well as reduced feesfrom a professional ad agency.RadioBecause radio enjoys a disproportionatelylarge youth audience,it is a particularly good wayto reach teens. Radio audiencesare often highly segmented byage, race, culture, and geography,which can be a benefit if youwant to reach a very specificgroup. Radio time is muchcheaper than TV time, and acampaign can submit a 15- or30-second script to be read bya radio personality.PrintAlthough they often commandless attention, print advertisementsare good for reachingpolicymakers and communityopinion leaders. They are bettersuited for delivering more complicatedand detailed messages.Other forms of print materials—pamphlets, feature articles incommunity newspapers, andposters—offer similar advantagesand provide opportunities forthe audience to reread andreflect on your messages.Nontraditional mediaCampaigns have found othercreative and cost-efficient venues.Billboards, bus boards, videotapes,newsletters, communityaccesscable, promotional items,comic books, photo-novellas, andthe Internet are among the manyother ways to get a message out.
The Kansas Children’s ServiceLeague runs PSAs in Topekaareamovie theaters usingmessages created by teenfocus groups.Work with local broadcastersand advertisingmanagersGetting your PSA acceptedinvolves negotiating free orreduced rates with those peoplewho decide what to print or air.As business people, local broadcastersare unlikely to air controversialspots. They like PSAswith a tie-in to a communityinstitution or event. Many ofthem welcome the opportunityto contribute to the developmentof the campaign messages, PSAs,and related products and events.Consider asking one station inyour area to sponsor your campaign.That way your messagewill be assured good air time, andthe station will reap the benefitof community recognition.Bolster your PSA campaignwith other activitiesBecause PSA campaigns aremore likely to be effective if theyare supported by complementaryactivities, teen pregnancyprevention initiatives have integratedtheir media strategieswith other programs and eventsat the community level.PSAs developed by the ScottCounty Teen PregnancyPrevention Campaign inEastern Iowa offer a hotlinenumber and a resource packetto help parents and teens talkabout sexual issues.Nevada Public HealthFoundation’s abstinence-basedcampaign encourages parentand teen involvement inCommunity Action Teamsthroughout the state.The Pregnancy: It’s Not forMe campaign by the FamilyPlanning Council of SoutheastPennsylvania is supported byextensive programs in local highschools and middle schools.The Ohio Family and ChildrenFirst Initiative is launching astate-wide abstinence-basedcampaign and encouraging countiesto develop their own localcampaigns using Wellness BlockGrants from the state.Iowa’s Adolescent PregnancyPrevention Campaign kicksoff a new ad campaign each Mayduring Teen PregnancyPrevention Month.The Lincoln-Lancaster (NE)Teenage PregnancyPrevention Coalition givesstate legislators cardboard“Remember Me” Dolls withrepresentative stories aboutteen mothers.123MEDIA
Page 4 and 5: MAKING IT HAPPEN102hours, confident
Page 6 and 7: MAKING IT HAPPEN104campaign to dela
Page 8 and 9: MAKING IT HAPPENkernel from which y
Page 10 and 11: Core message worksheetDesired Resul
Page 12 and 13: Selecting a media optionOPTIONCONSI
Page 14 and 15: Working with the news mediaMAKING I
Page 16 and 17: MAKING IT HAPPEN114Using the tools
Page 18 and 19: FIELD NOTESMAKING IT HAPPEN116Getti
Page 20 and 21: MAKING IT HAPPEN118• Do not go
Page 22 and 23: MAKING IT HAPPEN120Florida’s six-
Page 26 and 27: ConclusionMedia campaigns designed
Page 28 and 29: MAKING IT HAPPEN126Sex Lasts a Mome
Page 30 and 31: TABLE 1 (cont.)MAKING IT HAPPEN128I
Page 32 and 33: TABLE 2Sample media messages for a
Page 34 and 35: TABLE 4Sample facts and stats sheet
Page 36: TABLE 4 (cont.)BRING “BEST BETS T

Working with the Media to Promote Teen Pregnancy Prevention

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