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New Social Marketing Campaign for Older Teens Announced

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The Adolescent Pregnancy Prevention Campaign of North Carolina (APPCNC) has launched a comprehensive social marketing campaign to connect sexually active 18-19 year-olds in Gaston County to clinical services. The campaign is called The Playbook: Your Guide To Safer, Sexier Choices.

Nearly three-quarters of Gaston County’s teen pregnancies happen to an 18 or 19 year-old. Additional research shows 78% of Gaston County’s 18-19 year-olds have been sexually active before, yet only a small proportion of people in this age group are using the county’s clinics to access family planning services.

The Playbook is the latest tactic of the Gaston Youth Connected initiative, a 5-year project funded by the Centers for Disease Control and Prevention (CDC). The initiative has primarily focused on improving clinical services, implementing prevention programs for middle- and high-school-aged youth, and rallying community support for teen pregnancy prevention. The county’s teen pregnancy rate has fallen 22% since the initiative started.

Sally Swanson, Director of Prevention Programs for APPCNC, says, “This is our game plan for helping those young adults who are already sexually active, but who may not be taking steps to prevent pregnancy – and who produce most of the county’s teen pregnancies – access the great support services that exist in Gaston County.”

The Playbook is the first major initiative in North Carolina designed to help older teens reduce their pregnancy risk.

Community leaders have long worried about their ability to get health messages to 18-19 year-olds. Most are out of school, and are not in the target age group for traditional prevention programs. Using focus groups and traditional market research, APPCNC developed a plan to reach 18-19 year-old where they spend a large portion of their time – online. 

The Playbook consists of a comprehensive website and several social media outreach efforts onFacebookTwitterTumblr, and Instagram.  On the website, teenagers can find:

  • A detailed overview of birth control methods
  • A health center finder and detailed overview on what birth control methods and services are offered, the doctors and staff, directions, etc.
  • Advice on social situations and healthy relationships
  • Videos that address common myths about birth control and sex
  • Tips on how to talk to parents, partners, mentors, and doctors about birth control and sex
  • An overview of their legal rights as a young adult living in North Carolina
  • The ability to submit a question and have it answered by a health educator

The Playbook was created, designed, and developed by Reboot Creative + Strategy, an advertising and marketing agency in northern California. Reboot was selected through a competitive, national search process.

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The Adolescent Pregnancy Prevention Campaign of North Carolina (APPCNC) is the state’s only statewide nonprofit dedicated to preventing teen pregnancy. Since 1985, the agency has worked to help communities reduce teen pregnancy through advocacy, collaboration, and education. Learn more at appcnc.org.

Reboot Creative + Strategy is a boutique advertising and marketing agency in San Francisco. Their approach begins with establishing an unshakeable foundation for a brand, both in creative development and strategic positioning. Then, through carefully executed initiatives, enticing people to do what is natural – pass it forward – to organically build a lasting connection with that brand. Founders, Jessica Brunner and Sara Tokarchuk offer their clients over ten years of lessons learned, knowledge gained, and successes earned. 

FOR MORE INFORMATION CONTACT:  Elizabeth Finley, Director of Strategic Communications, efinley@appcnc.org, Office: (919) 226-1880, Mobile: (919) 749-7309

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