Working with the Media to Promote Teen Pregnancy Prevention

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MAKING IT HAPPEN126Sex Lasts a Moment, Being aParent Lasts Your Whole LifeIdaho Governor’s Council onAdolescent Pregnancy PreventionIdaho Department of Health andWelfare450 West StatePO Box 83720Boise, ID 83720(208) 334-5957Fax: (208) 334-6573Take CareDepartment of Reproductive HealthMississippi State Department ofHealth2423 North State StreetJackson, MS 39215Teen Pregnancy PreventionInitiativeThe California Wellness Foundation6320 Canoga Ave., Suite 1700Woodland Hills, CA 91367(818) 593-6600Fax: (818) 593-6614www.tcwf.org.Partnership for ResponsibleParentingJulie B. Linderman, Public HealthEducation ConsultantCalifornia Department of HumanServices714 P St., Room 440Sacramento, CA 95814(916) 657-2949Fax: (916) 657-1608The National Campaign toPrevent Teen Pregnancy2100 M St., N.W., Suite 300Washington DC 20037(202) 261-5655www.teenpregnancy.orgOther useful resourcesCenter for Substance AbusePrevention’s Technical AssistanceBulletins:• Identifying the Target Audience,June 1997• Urban Youth Public Education forthe African American Community,June 1997• Developing Effective Messagesand Materials for Hispanic/LatinoAudiences, June 1997• Communicating Appropriatelywith Asian and Pacific IslanderAudiences, June 1997• You Can Increase Your MediaCoverage, September 1994Available from the NationalClearinghouse for Alcohol and DrugInformationP.O. Box 2345Rockville, MD 20852(800) 729-6686
Sample discussion outline for afocus group with teensTABLE 1DISCUSSION GUIDEI. Introductions, Explanation, Ground Rules (5 minutes)A. Moderator introduces her/himself and explains project’s purpose. We are workingwith an organization in Washington, D.C., and some folks there are interested inhearing your thoughts and opinions about some issues that teenagers face, dealwith, or are concerned about. More of the topic will unfold.B. Explain focus group process. A research method for collecting data similar to surveys,except that rather than asking and answering questions on a one-on-onebasis, questions are posed to the whole group and all are asked to respond andtalk to each other. Ask respondents to explain why they are here and what isexpected; define “opinion:” it’s what you think or feel.C. Explain ground rules.Audio- and video-taping: review and summarize your thoughts in a report; consentforms: “what you say is very important to us.”Assure confidentiality and stress importance of honest opinions - relax and becomfortable.Pace of discussion is controlled: move from topics, and allow all an opportunityto speak.This is not school and we are not teachers.No rules about appropriate language.Do not need to raise hands, but need to speak loudly, clearly, and one at a time.Agree/Disagree: speak up; no right or wrong answers.One-way mirror and observers.D. Respondent introductions. Names, grades/ages, school attending, what enjoydoing for fun, and icebreaker as appropriate.127MEDIAII. Saliency of Teen Pregnancy as a Problem (Group Formation) (10 minutes)A. What types of things are important to you in your life right now - things that youthink a lot about or are concerned about?LISTEN FOR: school/education, drugs, family problems, poverty, violence,finances.PROBE: Try and think of what the number-one issue that you most worryabout is.PROBE FOR: sexual pressures and associated problems, i.e., pregnancy,STDs, AIDS.B. [IF IT EMERGES IN DISCUSSION:] Some people mentioned thinking about orworrying about sex or things related to sex, like pregnancy or AIDS. Whatworries you about sex? How much does it worry you - a lot, somewhat, orjust a little? Why?PROBE FOR: getting pregnant, doing it because someone wants you to, not doingit and feeling left out, getting STDs/AIDS, getting a reputation.
Page 4 and 5: MAKING IT HAPPEN102hours, confident
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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 24 and 25: MAKING IT HAPPEN122• Create a buz
Page 26 and 27: ConclusionMedia campaigns designed
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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

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