State of Georgia Department of Human Resources

Abstinence Education PSA

Project

The Georgia Department of Human Resources contacted Rountree Group to implement a state-wide abstinence education program.

Objective

  • Increase youth perceptions of abstinence as the best choice to make, prior to marriage.
  • Decrease sexual activity among youth aged 19 and younger prior to marriage.
  • Increase dialogue between youth, their parents, peers and adult opinion leaders on how to make positive choices in sexual abstinence and other issues.

 

Implementation

Radio Scripts: Spots ran for a minimum of 75 times in Albany, Atlanta, Augusta, Macon and Savannah for three months.

Newspaper Ads: Four different version of the ads appeared in approximately 35 newspapers throughout the state.

Magazine Ads: Ads were placed in multiple, diverse faith-based publications.

Posters: Four versions of the posters were created and the images represented diverse audiences. There were English and Spanish text-versions of the posters. The posters were distributed to middle and high schools statewide and to the Children and Youth Coordinating Council.

Movie Theatre Ads: Ads were displayed in 19 theatres on 181 screens statewide.

 

Information Packet: Design a one page, two-sided fact sheet and a tri-fold brochure. Additionally, pocket folders were distributed to middle and high schools statewide and to the Children and Youth Coordinating Council. The information was educational in content and encouraged open dialogue with adult opinion leaders and youth. The images on all materials represented diverse audiences.

Website: The following website appeared on all printed materials an on the movie theatre ads: www.health.state.ga.us/programs/adolescent/abstinence.

 

Results

  • Radio ads aired times in target cities
  • Newspapers ads ran in 35 statewide newspapers
  • Magazine ads ran for several months
  • The poster outreach included statewide coverage, including 15 of the 19 health districts, while penetrating some of the state’s largest counties.
  • Movie theatre ads ran in key area’s
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