U.S. DEPARTMENT OF HEALTH AND HUMAN SERVICES
In collaboration with Rosenberg Communications, Inc.
Challenge
Many parents feel talking about sex with their children is “like having a root canal” or they think “the schools will do it.” Parents need to know they are the number one influence on their child’s sexual decisions, not peers, and not the media. Parents must speak up and start talking early and often to their children about sex.
Tactics
Noral is playing an integral role in guiding the strategic plan and implementation of the Parents Speak Up National Campaign (PSUNC), an integrated, multi-media social marketing campaign. By conducting extensive market research and analysis with parents, teens, community leaders, media gate keepers, and experts, Noral produced concrete findings crucial to creating concepts, and developing campaign strategies, tactics and advertising materials. Noral conducted a comprehensive Search Engine Marketing and Optimization program and has created customizable tools to build awareness and engage local communities and parents, inluding community-based toolkits, e-newletters, media kits, advertorials, video DVDs, and online content.
Results
Published results from an independent evaluation of PSUNC show that campaign messages are effective in promoting parent–child communication about sex. Click here for more information. In addition to behavioral results, Noral’s Search Engine Marketing campaign has shown a 45% increase in traffic to the 4parents.gov Web site since the campaign launched in 2005
