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Create a campaign highlighting the fact that the teen pregnancy rate in Milwaukee is at an all time low.
The news broke in 2016 that Milwaukee’s teen pregnancy rate dropped to an all-time low. This record number was due in part to the efforts of Serve marketing, targeting teens as to the perils of teen pregnancy. But for this campaign, given the news, it was time to turn the tables. Why not, instead of informing teens of teen pregnancy’s pitfalls, we finally say “Thank You” for the effort to abstain? This campaign said, “thanks” to the kids in ways kids can relate. And uses provocative visuals to garner attention. And how often does one get to say, “Thanks for keeping it in your pants?”
Social engagement and overall awareness increased significantly during the term of the campaign – and the teen pregnancy rate continues to decrease.