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Be
On The Safe Side
Campaign Overview
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The
Department of Human Services/Income Maintenance
Administration (Government of the District of Columbia) has selected
MEE Productions Inc. to implement a citywide, teen pregnancy
prevention outreach and information campaign. The "Be On The Safe
Side" campaign is designed to prevent teen pregnancy by changing
the norms, values, attitudes and behaviors of youth to those that
support both abstinence and the practice of safe sex.
The four broad goals of this campaign are to:
- Raise
awareness about teen; pregnancy
and its consequences
-
Change norms, attitudes and values regarding teen pregnancy;
- Promote
abstinence as a viable option for teens; and
- Encourage
parent/child communication about sexuality, reproductive health,
and the risk of teen pregnancy.
The
campaign will combine both traditional and nontraditional  communication
channels in a culturally-relevant, peer-led initiative with seven
major components:
- Radio
Advertisements on youth-oriented stations;
-
Transit Advertisements on Metro rail and bus lines on which youth
travel;
- An
array of Media Materials (campaign video, video discussion guide,
brochure, postcard, and poster) for citywide dissemination;
-
A Clearinghouse Center to serve as a distribution point for the
campaign materials and a place where community members can access
teen pregnancy prevention information and receive referral services;
- A
Community Action Team (CAT) of youth to conduct outreach throughout
Washington
;
- A
Peer Group Leadership Network (PGLN) to encourage peer-to-peer
communications among youth; and
- Campaign
Partnerships with community-based organizations, such as grassroots
groups, recreation centers, community centers, advisory councils,
schools and churches.
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