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Statutory Rape/Teen Pregnancy Campaign Focus Group

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Uploaded on Feb 7, 2008

This statutory rape prevention campaign was one of many ads produced to address Milwaukee's teen pregnancy crisis. A recent study found that Milwaukee has the 7th highest rate of birth to teens in the country.

In Wisconsin, statutory rape is a huge part of the teen pregnancy crisis. A recent study found that 71% of babies born to teen girls are fathered by adult males over 20 years old. In 20% of the cases, the fathers are at least six year older than the mothers. Go to www.onemilwaukee.org to find out more.

The ads were tested in several focus groups of inner city teens and young adults ages 15-25 (over half of the participants were teens moms, 43% of whom personally experienced statutory rape). The campaign was universally embraced by our target audience for its ability to attract attention and spur in-depth discussion about the pervasive problem of statutory rape. We did recognize, however, that people in the business, political and non-profit communities felt uncomfortable with these specific images. Out of respect for their opinions, this campaign will not run.

The objective of this tactic was to change public perceptions about the now largely accepted behavior of adult males having sex with young teenage girls and to spur discussion about the issue.

To date Serve, a non-profit advertising agency, has donated over $800,000 in advertising, PR, web, and media services to this important cause resulting in over a dozen different campaigns including a TV spot, four radio ads, four outdoor campaigns, a website and more.

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