Can an advertising campaign really reduce teenage pregnancy?
With alarming rates of teen pregnancies rising throughout the UK, the goal was to deliver measurable attitude and behaviour change amongst 11-18 year olds.
We created a 6 part teen drama series, launched by a film viral.
Research identified that blood and pain during labour was the number one turn-off for the target demographic of 11-18 year olds. So instead of creating a preachy-style public awareness campaign, we staged a controversial, high-intensity school scenario with a shocking, unexpected pay-off.
The creative - designed to go viral, the strategy - designed to get the film banned on Youtube and to ride a wave of earned media and conversation.
Over 2 million organic views within 2 weeks, the campaign was initially banned on YouTube before exploding worldwide across news channels, chat shows and press,
Over 3 million views of the viral film worldwide, with 250 pieces of earned media reaching over 60 million people globally. An estimated £3.2m of earned media from a total budget of £160k.
The campaign reduced teen pregnancy by 24.8% in Leicester alone, the only county where results where being measured (client - NHS Leicester), with commensurate cost savings across the NHS …not to mention changing the lives of those potential teen parents everywhere.
Supported by a six-part teen drama series, 3 in 4 people (70%-80%) claimed they would speak to their friends about the content and two thirds (60%-70%) would share with their friends.
Winner of the PR Week Awards - Social Media Campaign of the Year and over 25 industry awards
The campaign received a 30-second spot shown across all 88 NUS campuses during September
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