Getting Colorado Talking

Beforeplay.org is a state-wide public education campaign aimed at reducing unintended pregnancy among young adults 18 to 29 years of age. The campaign seeks to initiate more conversation about sexual health and family planning through an interactive website, social media, billboards, busboards, TV spots, and digital marketing efforts. Beforeplay.org was created for the Colorado Initiative to Reduce Unintended Pregnancy and is supported by the Colorado Department of Public Health and Environment.

Challenge

Nearly 40% of Colorado pregnancies are unintended, and the rate is even higher among young adults in their twenties. Lack of insurance, affordable healthcare, and knowledge about effective contraception, combined with ambivalence about having children, can all lead to unintended pregnancy. The challenge is to reach an audience that does not rely on mainstream media, and spark a conversation about sexual health.

Strategy

The Beforeplay.org campaign is anchored by a peer-level website that aims to help reduce unintended pregnancy by encouraging young adults to more actively think, talk and act about their sexual health. Based on statewide research regarding attitudes toward family planning, birth control and STDs, Beforeplay.org connects with users through an age-appropriate tone that encourages young adults to take control of their sexual health with risk-reduction strategies to lead happy, healthy lives and plan for the future.

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