Birth Control: Don't 'Do It' Without It!

TalentZoo.com | Flack Me | Digital Pivot | Beneath the Brand

Archives | Categories

By: Dwayne W. Waite Jr.

Bedsider, a free support network for women between the ages of 18–29 that is operated by the National Campaign to Prevent Teen and Unplanned Pregnancy, just launched a national campaign to bring awareness to the importance of birth control and the startling statistics about unplanned pregnancy in the United States. According to the Guttmacher Institute, nearly one out of every ten unmarried young women in the United States have an unplanned pregnancy, a 13% increase between 2001 and 2006.

The campaign itself, along with the help of the Ad Council and Euro RSCG NY (the agency that provided the creative), is planned for three years and is targeting sexually active women between the ages of 18–24. The campaign's goal is to get these women to Bedsider.org, where they can gather information about the many options of birth control and to learn about the benefits of using it consistently. Overall, the campaign is pretty light-hearted, with the print and web video donning the message, "You didn't give up on sex. Don't give up on birth control." The series goes through the misadventures and failures people experience when all they want to do is "do it." Below is one of the videos slated to run:

Since people don't like being lectured on safe sex (we all had those awkward conversations in health class, church, or with family members) positioning Bedsider.org as an information source to help young ladies become informed about choices is a good way to go. The data shows that no organization or ad campaign can stop sex from happening, but it can help people make informed decisions and be prepared for the consequences afterwards.

The national campaign will target 33,000 media outlets nationwide, as well as Facebook, Twitter, and other social media networks. It is trying to use humor and sex facts, too. On Twitter, the Bedsider handle tweeted "Hello variety! It's easier for women to orgasm when they try different positions and sex acts (but remember birth control)."

Not the sex advice you remember from Mom, right?

Naturally, there is going to be some pushback about a campaign condoning sex between young and unmarried people. But the campaign should be applauded for educating this population about birth control. Due to unplanned or unwanted pregnancies, young adults cut their opportunities short, and the children are more likely to develop health and social risks.

Don't you love advertising that tackles issues that are actually important for society? More print ads below.

blog comments powered by Disqus

About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

Beyond Madison Avenue on