A well cared campaign from Colorado USA named Beforeplay.org, a public education campaign aimed at reducing unintended pregnancy among young adults.
This statewide effort is targeted to the 18- to 29-year-old age group and seeks to initiate more conversation about sexual health and family planning through an interactive website, social media, events, and statewide advertising.
The privately-funded campaign was developed by Vermilion Design + Interactive for the Colorado Initiative to Reduce Unintended Pregnancy and is supported by the Colorado Department of Public Health and Environment.
About 40% of Colorado pregnancies are unintended, and the rate is even higher among young adults in their twenties, a segment that is often overlooked. Lack of knowledge about effective contraception, being uninsured, finding affordable health care, or being ambivalent about having children can all lead to unintended pregnancy.
Real stories introduction ‘Who do you talk to about sexual health?’:
Paul DesRosiers Creative Director at Vermilion: “We conducted nearly 200 interviews statewide among 18 to 29 year olds to gain an intimate understanding of how family planning, birth control and STDs/STIs are part of their lives and conversations, and how we could join their conversations in an authentic voice. The campaign is optimistic and fun, rather than pedantic. It simply encourages people to talk about the issues in order to shape the future that is right for them. It uses real stories and accessible resources to normalize the conversations around sex and sexual health.”
The campaign contains 2 tv-spots, 9 ‘real stories’, 6 print ads in English and Spanish, an interactive website and several other items like a boxer and t-shirt.
Real stories (see them all here):
Director Bob Carmichael
Producer Doug Millington
Post production: Wyatt
Color correction: PostModern Company
Audio mixing: Coupe Studios
Photography: Bryce Boyer
Copy: Erin Bosik