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The Colorado Department of Public
Health and Environment and the privately funded Colorado Initiative to Reduce
Unintended Pregnancy have launched a new statewide initiative, Beforeplay.org,
targeting 20-something residents of Colorado. Beforeplay.org aims to normalize
discussion of sexual health and family planning between partners, family
members, and healthcare providers. The initiative includes content about sexual
health delivered via social media, outdoor media, outreach teams, and video and
website content, rather than traditional media. According to the department of
health, 40 percent of pregnancies among Colorado residents aged 18 to 29 are
unintended.
Bob Morehouse, chief executive for
campaign developer Vermilion Design + Interactive, reported that market
research conducted in Colorado indicated that the target age group lacked
trusted information about contraception, STD testing, and sexual health, and
was reluctant to discuss STDs or family planning. In developing Beforeplay.org,
Vermilion established a nonjudgmental tone that uses language familiar to the
age group and avoids information that is “too medical” or has an underlying
agenda. Whereas previous campaigns have focused on abstinence or delayed sexual
activity, Beforeplay.org presents “unbiased information meant to inform
decisions.” The initiative’s key message is “Just talk about it.” The
initiative addresses both LGBT and straight audiences.
Although evaluation of the
initiative’s effectiveness is not complete, Morehouse says initial data and
anecdotal reporting indicate the initiative has generated interest among the
target age group. The English/Spanish language initiative appears in ads,
Facebook, blogger websites, bathrooms, outdoor concerts, and provides an
anonymous text app “text b4play” that allows people to ask questions and
receive answers from experts. The app generated “hundreds” of questions in
March, and Morehouse reported 140,000 page views of the website.
The Friends of AIDS Foundation is
dedicated to enhancing the quality of life for HIV positive individuals and
empowering people to make healthy choices to prevent the spread of the HIV
virus. To learn more about The Friends of AIDS Foundation, please visit: http://www.friendsofaids.org.
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