Hennepin County

Sex ed typically consists of a giggle-ridden class and the dreaded parental talk with a capital “T.” But that’s not enough to prevent almost 12,000 teenagers a year in Minnesota from getting pregnant or contracting STDs. Unlike most efforts to reach this difficult audience, Hennepin County Dept. of Health’s “My Self My Health” campaign took an empowering approach, encouraging positive body image and healthy attitudes toward sexual awareness.

Agency: Haberman. Creative Team: Kelly Abeln, Jill Palmquist, John Kenyon, Troy Swope, Ray Fesenmaier.

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OUT OF HOME – The bulk of the campaign reached kids were they are: out and about and on the move.

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TV & VIDEO – The campaign generated buzz quickly, receiving more than 75,000 views on YouTube in the first month alone.

INTERACTIVE – Tens of thousands of unique Hennepin County visitors came to MySelfMyHealth.org in the first two months and linked traffic to specific clinics spiked.

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SOCIAL MEDIA & DIGITAL ADS – Marketing materials were merely the outward expression. A Youth Leadership Board made up of teens and young adults helped guide the campaign’s messaging, creating a distinctive, authentic voice.

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EVENT & GUERILLA MARKETING – Talking about adolescent sexual issues out in the open can be controversial. But not so much with messages like loving your body, taking charge of your health, and owning your decisions.

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