The 'Baby Can Wait' Campaign Warns Against Unprotected Sex
Leslie Chen — February 16, 2013 — Marketing
References: servemarketing.org & adsoftheworld
If you've ever watched the MTV reality shows 'Teen Mom' or '16 & Pregnant,' then the epidemic of teen pregnancy depicted in these 'Baby Can Wait' print ads will come as no surprise to you.
Created by advertising agency Serve Marketing in the USA for the Teen Pregnancy Prevention Initiative led by United Way, the campaign features three different images of adolescent males with accompanying copy that illustrates the realities of becoming a teenage mother. Each of the ads are titled, 'You are so fine,' Baby, You're the one' and 'I would do anything for you.' The 'Baby Can Wait' ads each start off with these heartwarming lines and then proceed to reveal the scary truth behind teen pregnancy like going to doctor's meetings on your own once your significant other realizes he can't handle that much responsibility.
The Baby Can Wait advertisements send an important message that all teenagers should remember in their relationships.
Created by advertising agency Serve Marketing in the USA for the Teen Pregnancy Prevention Initiative led by United Way, the campaign features three different images of adolescent males with accompanying copy that illustrates the realities of becoming a teenage mother. Each of the ads are titled, 'You are so fine,' Baby, You're the one' and 'I would do anything for you.' The 'Baby Can Wait' ads each start off with these heartwarming lines and then proceed to reveal the scary truth behind teen pregnancy like going to doctor's meetings on your own once your significant other realizes he can't handle that much responsibility.
The Baby Can Wait advertisements send an important message that all teenagers should remember in their relationships.
Trend Themes
1. Teen Pregnancy Prevention - There may be opportunities for advertising agencies to develop new campaigns that use innovative techniques to communicate ways to reduce teen pregnancy rates.
2. Youth Health Education - There is potential for organizations to innovate on how health information is presented to younger audiences, beyond conventional channels like school curriculums or online resources.
3. Social Responsibility Marketing - There may be opportunities for campaigns or initiatives that address social issues and promote corporate social responsibility, potentially improving brand reputation, customer loyalty, and the company's positive impact on society.
Industry Implications
1. Advertising - Advertising agencies may specialize in developing campaigns and strategies to address social issues, leveraging creativity and innovation to engage audiences and affect perceptions and behaviors.
2. Healthcare - Healthcare providers may leverage innovative approaches to educate younger audiences about sexual health and contraception, potentially improving health outcomes and reducing teen pregnancy rates.
3. Corporate Social Responsibility - Companies may seek to expand their CSR initiatives to include campaigns that address social issues like teen pregnancy, potentially improving their reputation and impact on society while engaging customers and stakeholders in a meaningful way.
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