He looks like the typical high school kid – shaggy hair, low-riding jeans, a skateboard – except for one startling difference: A pregnant belly! Chicago’s Department of Public Health created an ad campaign that could not be ignored. The headline reads, “Unexpected? Most teen pregnancies are.” Then short advice: “Avoid unplanned pregnancies and STI’s. Use condoms. Or wait.”
Chicago’s teen birth rate has decreased in recent years, but it still remains one of the highest in the nation. Hence the need for something dramatic. They say the shift from girls to boys is enough reason to see the ads as a success. How can we make our next advertising campaign a success!