Public Sector: Campaign breakdown - Teen pregnancy

Body: NHS Leicester City

Client: Leicester City Teenage Pregnancy and Parenthood Partnership

Timescale: May-June

Budget: The viral cost £15,000

THE LOWDOWN

NHS Leicester City produced a viral clip that appears to show a young girl giving birth on a school field. The film stars local actors and is the centrepiece of a teenage pregnancy campaign run by the NHS. It has already achieved two million hits since it was launched on 14 May. The campaign also includes an advice website and online docu-drama launching this month.

Why is it happening now?

Leicester City Teenage Pregnancy and Parenthood Partnership have contributed to a reduction in teenage conceptions. To sustain this change long-term, young people are being made more aware of the issues and signposted to sources of help and advice.

Who is being targeted?

Leicester's 15- to 17-year-olds, male and female.

Strategy and tactics

Extensive research with the target audience informed every aspect of the campaign. Young people said leaflets and posters made no impact and outreach in schools did not help those disengaged from education. Teenagers talked to were heavy internet users and looked at sites such as YouTube and Kontraband daily. The viral was deemed the best approach as the target audience said comms from their peers had the greatest weight and they would not look at something that was NHS or council branded.

What challenges does the campaign face?

The grainy images of a young girl giving birth push the boundaries of the usual local NHS campaign. Buy-in from the board was essential, alongside research to show shock tactics are the best way to reach the audience.

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