Campaign Breakdown - Teen pregnancy

Agency: Blue Rubicon Client: Department for Children, Schools and Families (DCSF)/Department of Health (DH) Timescale: July 2008 to June 2009 initially Budget: Undisclosed

The lowdown

Having worked on DCSF's 'Time To Talk' campaign aimed at parents, Blue Rubicon has now been handed three more pregnancy campaigns aimed at teens by the DCSF and the DH.

Why is the Government doing this now?

The target of its Teenage Pregnancy Strategy is to halve the UK's under-18 conception rate by 2010.

Who is being targeted?

The brief is broken down into three age groups. 'RUThinking?' tackles key issues among under-16s; 'Want respect? Use a Condom' promotes responsible condom use among 16- to 18-year-olds; and 'Condom Essential Wear' focuses on 18- to 24-year-olds.

Tactics

Blue Rubicon intends to use advocacy techniques to 'reframe sexual norms'.

What does this mean?

For the under-16s, the agency will use local channels and events to build confidence in teens to resist peer pressure and raise awareness about the risks of unprotected sex. For the 16-18s, Blue Rubicon will use high-impact targeted media and local events to motivate condom use through a desire to gain peer respect. For the 18-24s, the agency will use media relations to inspire and 'normalise' the desired behaviour.

Any potential pitfalls?

Blue Rubicon senior consultant Ben Lewis said: 'One of the challenges is to combat the traditional cultural references to sex and risk-taking behaviour. Another is to strike the right balance between push messaging that raises awareness of risk, and positive messaging that encourages behavioural change.'

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