Case study - NHS Peterborough

Health

CASE STUDY

Reducing teenage pregnancy - a social marketing campaign for NHS Peterborough and Peterborough City Council

Issue

Peterborough has higher than average teenage pregnancy rates and needed to reduce its teenage conception rate by 55% and increase uptake of sexual health services by under 19s, by the end of 2010. Communications Management was commissioned by Peterborough City Council, NHS Peterborough and NHS Peterborough Community Services to deliver an innovative social marketing campaign in February/March 2010.

Results

The two month campaign achieved:

  • 16% increase in use of contraception and sexual health services in 11-19 year olds (48% in 15 year olds)
  • 850 visitors to the sexual health information pages of the campaign website  www.whosthedaddy.info

Strategy

Who’s the Daddy? campaign was developed through insight research with 13 – 19 years olds and other stakeholders in Peterborough. Campaign impact was maximised through: 

Significant regional media coverage including in-depth feature on the flagship local news programme – BBC Look East

Viral film  - ‘Pregnant boys’ film published to Youtube and seeded on social networking sites including Facebook and Twitter (1590 views).

Facebook campaign page – branded ‘fan’ page developed

Who’s the Daddy? micro site –included information on sexual health services and STIs, links to Facebook page and hosted the viral film.

Media partnership – local radio station KISS 105-108 provided on air announcements, online web content and messages via its own Facebook group.

Club night partnership –Liquid nightclub’s under 18s night screened the viral launch film and distributed literature to clubbers in goody bags.