This document discusses strategies to reduce teenage pregnancy rates in the UK. It notes that while sex education is mandatory in schools, it has not significantly reduced pregnancies. Previous campaigns promoting condom use and sexual health were also insufficient. The document proposes a new media campaign targeting teenage girls and emphasizing the influence of older sisters, citing research that girls are twice as likely to become pregnant as teenagers if their older sister was a teen mother. It suggests the campaign appear in magazines, TV, billboards and direct mail to raise awareness among teenagers and their families.

1. +
Teenage Pregnancy
Advertising campaign

2. +
Facts and research
 Teenage pregnancy is a rising
topic in this country
 There was a decrease in the
number of girls getting pregnant
as a teenager however, that
number is on the rise again
 It seems girls from a poorer
household are the most likely to
fall into teen pregnancy

3. +
Education
 It is mandatory in schools that
children in primary and
secondary education receive
information about pregnancy
and how to prevent teenage
pregnancy.
 However this has had to impact
in the effort to reduce the
number of teen pregnancies
 It is still a rising issue

5. +
Strategies already used
 Condom essential wear
 RU Thinking and Want Respect
 Key sexual health issues:
Risk of catching STI’s
Role of condoms in protecting
against pregnancy and STI’s

6. +
NOT Enough
These previous campaigns have not
been enough to reduce teenage
pregnancy.
Despite the governments efforts to
enfore education on the subject,
despite help and encouragment to
prevent teenage pregnancy- it still
happens to those who don’t plan it

7. +
Problem?!
Although it was common many years ago for people to parents and
marry young, society has changed and young people are encouraged
to live their live before having a family. Teenage pregnancy is frowned
upon and can be said to be socially unacceptable however, its
common occurrence has influenced girls into not taking action to
prevent it. They need the scare factor.

8. +
Solution!!
Girls are influenced what surrounds them and supports them in their
life- family and friends. Use a strategy that may influence them that
copying their friends and having the same future isnt always the right
thing! There are other options!

9. +
Research
 Girls do not respond to being educated about the possibilities
to prevent teenage pregnancy
 Even though there is a stigma attached to having a child so
young, it is not enough to prevent it
 Where does the influence come from? Real life situations. The
household, the upbringing, the family.

10. +
NHS

11. +
NHS

12. +
Media
 The best place to advertise
about sexual health and
teenage pregnancy may be
magazines, TV and billboards
 This is something that
teenagers need to know about
and parents need to be aware
of
 Direct mail, something that
goes into the home and the
family are guaranteed to see
 Posters in schools may be too
pressurised, however coming
across it in a magazine may be
more relatable and girls may
feel more encouraged to take it
seriously

13. +
Interesting Fact
If an older sister is a teenage mother, she increases her younger
sister’s probability of becoming pregnancy as a teenager by two
times.

15. +
“Sister Effect”
Sister who are similar in age are two times more likely to follow in the same
foot steps of their older sister. Make older sisters aware of this and shock
younger sisters. This may hit a personal trigger with the viewer

16. +
Straplines
Using sister connections

17. +
Ideas

18. +
Continued

19. +
Continued

20. +
Continued

21. +
Idea
What do sisters have in common, they
do everything together, they share a
special bond only sisters relate to.
They share secrets and experiences.
Clothes and money. Cars, shopping.
Sisters look to each other for guidance
and help.

22. +
Sisters share things…

23. +
Design Layout

24. +
Design Layout

25. +
Final Ads

26. +
Final Ads

27. +
Final Ads

28. +
Magazine page

29. +
Direct Mail