California has one of the highest teen birth rates in the nation. State government responded aggressively, in partnership with local government and community agencies to address California's teen pregnancy problem. From 1996 through June 2000, the Department of Health Services, (DHS) launched the Partnership for Responsible Parenting (PRP) Campaign Initiative which includes community outreach and a statewide public education campaign that brings together programs to address the complex teen pregnancy issue. One component, the PRP media campaign, was designed to educate Californians about the problem surrounding teen and unwed pregnandy and to become active participants in resolving the problem. Currently, the California's Office of Family Planning (OFP) is working towards continuing and building upon successes and lessons learned from the efforts of the previous media campaign. The "It's Up to Me" Teen Pregnancy Prevention (TPP) Media Campaign is a comprehensive advertising, public relations and outreach effort. The theme, "It's Up to Me", captures the incredible power that each of us has to create change and helps people realize that it's up to ALL OF US to prevent teen pregnancy. The TPP media campaign works to promote the concept of empowerment and personal responsibility within the overall youth development program. The "It's Up to Me" campaign will be officially unveiled in 2001 using a tiered approach beginning with Teen Responsibility, Male Responsibility and Fatherhood, Clinical Services, and Adult to Teen Communication. In addition to advertising messages, public relations activities and programs will be conducted and take place throughout the campaign.
Learning Objectives: 1. Identify and describe the innovative efforts of the "It's Up to Me" Teen Pregnancy Prevention Media Campaign. 2. Understand how the "It's Up to Me" Media Campaign has utilized social marketing strategies to help reduce teen pregnancy in California
Keywords: Media Campaigns, Teen Pregnancy Prevention
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.