Family Planning Council – “I Matter” Campaign
Promoting Youth-Friendly Sexual Health Services
MEE was retained by the Family Planning Council (FPC) to oversee the creative development and placement of print materials and radio ads to promote teen-friendly health centers as part of its “I MATTER” campaign targeting low-income teens in West and Southwest Philadelphia.
FPC was one of nine organizations nationwide selected to participate in the Office of Adolescent Health/Centers for the Center for Disease Control’s (CDC) Teen Pregnancy Prevention Project. FPC’s goal for the multi-component campaign was to decrease the number of reported teen pregnancies in the targeted areas by increasing the number of teens (ages 14 to 19) who visit these clinics to get contraception or to receive free and/or low-cost sexual health services.
MEE’s Creative Team developed message concepts for the campaign, including a series of “youth-friendly” campaign slogans with messages about sexual and reproductive health to influence teens to access care at FPC clinics. We developed an array of print and media materials that included a double-sided color postcard, a double-sided color flyer and a transit ad that was placed on various subway platforms and bus interiors in targeted sections of the city. MEE’s Team also developed scripts, recruited talent and recorded two 15- and 30-second radio ads. We developed and executed a full placement plan for reaching the target audiences through a mix of urban radio and outdoor transit partnerships.