Important note: Information in this article was accurate in 2007. The state of the art may have changed since the publication date.
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Milwaukee Journal Sentinel (12.13.07) - Friday, December 21, 2007
Dani McClain
"It uses humor in such a powerful way to get people's attention on a critical health issue: young people engaging in unprotected sex," said Mike Gifford, chief operating officer of ARCW.
"I know there's research out there that says abstinence campaigns don't work, but no one's done anything like this," said Gary Mueller, creative director of Serve.
A key part of the campaign is what Mueller identifies as its "viral" nature. Rather than spreading its message through TV spots or billboards, the marketing effort uses two fake commercials that conclude with a link to the Web site www.maybeyoushouldwait.com. The idea is for kids to send their friends the links to the bogus ads, which jokingly tout such abstinence-promoting products as garlic chewing gum and "B.O." brand body spray.
Focus group evidence suggests the approach can work. Among 30 youths ages 10 to 15 who previewed the videos, more than half said they would pass them along. Furthermore, two-thirds said the campaign would make them think more seriously about abstinence.
The five ARCW staffers who take the abstinence message to some 20,000 students a year are using the videos in their curriculum. One poster they distribute asks, "Do you really want your next babysitting job to last 18 years?"
Gifford said ARWC spent $25,000 on the campaign and is partnering with Boys & Girls Clubs of Greater Milwaukee on feedback.
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