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Hoax: 2028 The Movie – It Finally Ends

Hoax: 2028 The Movie – It Finally Ends

Tormented by the demons of her past and burdened by this disturbing family development, Colleen Foy (There Will Be Blood) tries to make sense out of her newfound life, but a series of unfortunate events cause her world to spiral out of control. (Guided text at the YouTube page)


This fake punks teens movie promotion is actually teen pregnancy PSA in disguise. It is made for United Way of Greater Milwaukee.
It was billed as an urban suspense thriller with a big twist. But teens in Milwaukee who have been anticipating the premiere of the new movie 2028 since late December, got a surprise they never saw coming. The movie they were expecting was really a psa about teen pregnancy.

“Get pregnant as a teen and the next 18 years could be the hardest of your life.

“We’re trying to combat the glamorization of teen pregnancy by Hollywood,” explains Serve Founder Gary Mueller. “So what better way to communicate that teen pregnancy is hard then by using a fake movie.”  To promote the giant ruse on teens, in December, Serve created fake movie trailers for tv and in theaters, did bus shelters, and billboards (see below). Bogus Wikipedia and Facebook pages were launched along with radio station promotions and giveaways. Serve Marketing also produced a music soundtrack for the fake suspense thriller. All to get kids talking and anticipating the arrival of what turned out to be a “you’ve been punked” style psa. With the tough love message of the movie trailer being, “Get pregnant as a teen and the next 18 years could be the hardest years of your life.

The bold efforts, which have been criticized by some and praised by others, seem to be working as the city’s teen birth rate has dropped for the second year in a row (a 10% decrease overall). Milwaukee ranks 7th in the nation for births to teens.

The official 2028 website:


Outdoor and fake movie posters:




United Way of Greater Milwaukee
Serve Marketing
Additional credits:
Creative Director: Gary Mueller
Writer Ross Lowinske
Art Director: Brent Goral, Ryan Smith
Interactive: Ben Grey
Director: Carlo Besasie
Agency Producer: Darlene Stimac
Assciate Producer: Amanda Ruffalo
Edit: Don Unverrich/Dave Kuhnen
Audio: Peter Batchelder (Independent)
Acct Team: Heather Aldrich, Brittin Haury

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