Nottingham City Teenage Pregnancy
Media Campaigns for Young People
and Parents
Irene Kakoullis
Teenage Pregnancy Strategy Manager
0115 915 1959
Irene.kakoullis@nottinghamcity.gov.uk
Outline of Presentation
• Have You Got IT
Covered Campaign for
young people
• Overview and objectives
• Outcomes
• Alien campaign for
parents and carers
• Overview and objectives
• Outcomes
• Key Learning & Recommendations re both Campaigns
• Key Benefits of both campaigns
Overview of Have You Got It
Covered? Campaign
Some ad hoc media work in the past, only example of YP
led work was led by BASH
BASH initially developed the brand with BME YP –
developed with a sessional worker and PCT Design Team
TP Partnership uses the brand for advert in a YP’s
magazines and publications eg Connexions Filofax, PCT
Directory of Services
Roll out of brand - interior bus adverts, posters, stickers,
tram advertising, training folders
Then targeted specific areas with hot spot services cards
Kept the same branding but used different messages to
compliment national work
Objectives of Have You Got It
Covered? Campaign
Raise the profile and increase uptake of national helpline
and ruthinking website amongst local YP
Raise the profile of local services by updating the Sexwise
database every 6 months
To target hard to reach groups by using slightly amended
BME specific campaigns, targeting hot spot areas.
To compliment national communications work by adapting
key messages to incorporate delay and now condom use.
Calls to Sexwise
Effective Calls m ade to Sexw ise betw een June 2003 - March 2004 from '0115' Area Codes
10000
9000
8000
Number of Calls
7000
6000
5000
4000
3000
2000
1000
0
06/06/2003
11/07/2003
08/08/2003
05/09/2003
03/10/2003
31/10/2003
Week Ending
28/11/2003
26/12/2003
23/01/2004
20/02/2004
Further Examples
And our new Condom Campaign
Outcomes of Have you Got It
Covered? Campaign
• Increase in effective calls to Sexwise with 0115 area
codes – but regular data would be useful
• Unable to identify increase in use of R U Thinking
website
• Brand is recognised by young people “I’ve seen that…
its for young people to help them with sex questions”
• Stronger partnerships with the PCT Design Team and
Black & Asian Sexual Health
• Key learning has been useful – 1st time we had
developed and instigated high profile campaigns
Overview of Alien Campaign
• Launched with NRF funds for 2 years in 2004.
• Agreed use of strapline from Parentline Plus Time to
Talk literature endorsed by the TPU.
• Worked with Young People’s Substance Misuse lead to
develop draft designs for consultation.
• Worked with parents and PCT Graphic designer to
finalise designs.
• Started with bus and tram adverts, included bill boards
and advertising in payslips for Council employees
• Backed up by local press interviews.
• Once the brand was recognizable, we targeted hot spot
areas with beer mats in hot spot areas, free council
newsletters, and flyers for local TTT events.
Alien Campaign Objectives
Raise the profile and increase uptake of Parentline and
website from local parents/carers
Encourage and support parents to communicate with their
children about sex, relationships and substance use.
Establish a recognisable brand for use in all teenage
pregnancy parenting activity.
To target hard to reach groups by targeting hot spot areas
and targeted groups of parents e.g. use of Experian local
Characteristic data
Further Examples
Alien Campaign Outcomes
• Increase in calls to Parentline (but data collection and
dissemination is not consistent)
• Unable to identify increase in use of Parentline Plus
Website
• Brand is recognised by parents ‘Its about talking to your
kids about sex’
• Improved partnership work with Parentline Plus – led to a
range of Time To Talk (TTT) events and now part of
National Pilot of TTT work.
• Improved partnership working with the YP’s drugs team,
which led to ‘Don’t Panic – a survival guide for teenagers’
• Increase in successful pro-active press releases - Media
are very interested in the campaign and will always want
interviews.
Key Learning/Recommendations
• Always double check the information before it goes to print
– share with a fresh pair of eyes!
• Allocate funding consistently ‘not just a one off’
• Ensure key partners understand the aim of the work and
share outcomes
• Ensure partners understand the rationale for advertising
national helplines and websites – you can’t include every
service on a bus advert.
• Offer good incentives for young people to engage – having
their ideas used on campaigns is not enough
Recommendations
•
•
•
•
•
•
Time and commitment to engage target groups
Agree a brand
Pilot a campaign and evaluate
Maintain use of brand if successful
Secure resources to repeat successful campaigns
Assess and evaluate – does the public recognise
key messages and the brand?
• Follow up successful brands with more detailed
targeted info e.g. leaflets, beer mats
And a final National
Recommendation
• Systems in place to locate users of
national helplines and websites e.g. area
codes, post codes
Key Benefits of Both Campaigns
• Recognisable branding
• Increase use of helplines and hopefully websites
• Consistently increasing uptake of local services by target
groups – SRE in schools is not consistent although
gradually increasing, campaigns are critical to inform YP.
• Highly visible campaigns help people think you are doing
something about TP (especially councillors)!
• Created and supported improved partnership working
• Young people appreciate that the Have you got it
covered branding is for them, developed and evaluated
by YP