New Jersey Family Planning League

Developing a Parent-Teen Engagement Campaign

In the second phase of work with the New Jersey Family Planning League (NJFPL), MEE will develop and produce a culturally-relevant outreach and education campaign targeting parents/caregivers of ‘tweens and teens in Cumberland, Salem and Gloucester Counties. Using a multi-phased, “by and for” the audience approach, MEE will: plan and work with members of the NJFPL project team and Community Advisory Board; develop draft branding, messages and materials for audience testing; conduct focus groups with African-American and Latino parents to test potential messages and materials; update/revise the campaign plan, based on the audience research; refine and execute the final production of campaign branding, messages, digital/social media, outreach materials and a campaign website; and conduct final, pre-launch community engagement and mobilization activities to prepare the community for the launch of the campaign in early 2017.

The MEE Creative Team will leverage its content expertise to create specific messages/slogans and content for community and parent outreach. The focus groups, along with input from a Parent Council will help confirm “Point A”—where the target audience is now—related to their level of awareness, attitudes, perceptions and needs related to engaging their children in productive dialogue about sex and making decisions related to sexual and reproductive health. Community outreach activities will address key needs identified in the community and will be supported by media placement in 2017 on a predetermined schedule.