Online Program

Preventing teen pregnancy: When the promise of a bright future is not enough

Tuesday, November 5, 2013

Julie Banda, MPH, Health Communication Services, Health Resources in Action, Boston, MA
Karen Schoneman, MA, Health Communication Division, Health Resources in Action, Boston, MA
Diane Barry Preston, MS, Health Communication Services, Health Resources in Action, Boston, MA
Erica Fletcher, EdM, Massachusetts Alliance on Teen Pregnancy, Boston, MA
Patricia Quinn, BA, Massachusetts Alliance on Teen Pregnancy, Boston, MA
Catherine Hummel, MPH, Massachusetts Alliance on Teen Pregnancy, Boston, MA
Health Resources in Action (HRiA) has developed a communication campaign as part of Youth First, a CDC-funded community-wide initiative to reduce teen birth rates 10% by 2015 led by the Massachusetts Alliance on Teen Pregnancy. The campaign aims to address the disproportionate rates of teen pregnancy among Latina and African-American youth in the communities of Holyoke and Springfield.

Formative research has led to new creative social marketing approaches designed to reach the hearts and minds of teen girls in both communities. Campaign elements, including an integrated online/off-line strategy (with an emphasis on social media), work synergistically to meet the audience where they are (literally and figuratively), first by getting the attention of the audience and then by engaging them in messages that influence attitudes, beliefs, and norms that contribute to teen pregnancy.

Campaign elements appeal to the immediate needs and desires of the target audience by offering and fostering opportunities for teen girls to get positive attention and validation from their peers (including boys) by focusing on the message that relationships can be fun, easy, and drama-free.

Preliminary evaluation findings will be presented on the following aspects of the campaign: 1. Online advertising program (Facebook, Twitter, and YouTube) 2. Microsite or “portal” that hosts campaign elements such as: a. Tumblr-style content (including user-generated content) b. Customizable Facebook app c. Online quizzes (addressing healthy relationships, dating, boys, friendships, etc.) 3. Out-of-home advertising, such as banners, billboards, transit ads 4. Experiential marketing and youth ambassador initiatives

Learning Areas:

Administer health education strategies, interventions and programs
Assessment of individual and community needs for health education
Communication and informatics
Diversity and culture
Social and behavioral sciences
Systems thinking models (conceptual and theoretical models), applications related to public health

Learning Objectives:
Demonstrate the ability to apply the principles of the social marketing exchange in developing communication messages Describe how adolescent development is taken into consideration in developing effective messages for a teen audience Identify social media as a key place (channel) for reaching a teen audience Name alternative approaches for assessing risk and protective factors for teen pregnancy

Keyword(s): Teen Pregnancy, Communication

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: Ms. Banda is the project lead for the Youth First social marketing campaign, guiding all campaign elements from audience research through conception and execution. Ms. Banda has 15 years experience working with a youth audience (including teens and young adults) on a variety of health topics. Ms. Banda holds a master’s degree in Public Health from Boston University and a bachelor’s degree in Adult Health Fitness and Health Education from the College of Charleston.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

Back to: 4374.0: Prevention of teen pregnancy