Multi-faceted campaign meets young people "where they are" to deliver accurate information regarding sexual and reproductive health and services
Hempstead--Planned Parenthood of Nassau County (PPNC), along with three other Planned Parenthood affiliates in the downstate region, launched "NowUKnow," a video and text-message campaign aimed at educating at-risk young people in at-risk communities about the prevention of unintended pregnancy and sexually transmitted infections (STIs). The campaign is a part of PPNC's Comprehensive Adolescent Pregnancy Prevention (CAPP) program, which is funded by the New York State Department of Health.
The campaign, beginning September 24th and running through December, uses two short video ads to introduce young viewers to Troy and Lisa, the campaign's protagonists. Troy thinks he may have an STI, while Lisa may have had a condom break during a sexual encounter and is concerned about having had unprotected sex. Young people can text "Troy" or "Lisa" to 802495 to follow their stories. Over the course of the campaign, text messages will tell a story and link young people to information about STI prevention, safer sex, and locations of the nearest Planned Parenthood health center, where they can receive safe and confidential care.
"Here in Nassau County, young people, particularly those from at-risk communities, are disproportionately affected by high rates of unintended pregnancy and sexually transmitted infections," said JoAnn D. Smith, President & CEO of Planned Parenthood of Nassau County. "We want young people to lead safe and healthy lives and this campaign is an effort to ensure that teens have accurate information regarding sex and sexuality so they can do just that. Our hope is that this campaign will serve as a first step in a longer conversation with New York's young people, and their parents or guardian, about their sexual and reproductive health."
Studies show that young people communicate through text messaging more than any other form of communication, making a text-based education campaign an effective way of reaching at-risk youth where they are. PPNC is committed to reaching young people via their communication method of choice and the venues they frequent most.
As the campaign progresses it will also be supported by a "NowUKnow" Facebook page (http://www.facebook.com/NowUKnowNY) and Twitter account (https://twitter.com/NowUKnowNY), where young people can continue the conversation started by "NowUKnow." Young people will be introduced to the campaign through geotargeted online video advertising on YouTube TrueView Network, Globalgrind.com, and Complex Media Network. The campaign's website can be viewed here: www.nowuknowny.com.
Planned Parenthood of Nassau County (PPNC) is one of 79 affiliates of Planned Parenthood Federation of America and operates 3 health centers in Hempstead, Glen Cove and Massapequa. In 2011, PPNC provided preventive health services to more than 13,000 patients during 23,000 visits. We conducted education workshops, street outreach and prevention programs to over 36,000 community members, and mobilized 7,500 advocates to protect reproductive health care rights. PPNC has served the community for 79 years, and is dedicated to educating and empowering individuals to make responsible choices regarding their sexuality and sexual health. For more information about PPNC's services and programs, visit www.ppnc.org.