Contraceptive use is a complex issue. It's deeply personal and rooted in culture and politics. Nationally, half of all pregnancies are unplanned, despite access to highly effective long-acting forms of contraception. Contraceptive failure due to inconsistent or incorrect use accounts for half of all unintended pregnancies. In Central Oregon, effective contraceptive use among women of childbearing age (who were Coordinated Care Organization clients) was 50.8% while the 2016 teen pregnancy rates based on Oregon Health Authority data was:
| 10-17 Year-olds Crook: 7.2/1,000 Deschutes: 2.3/1,000 Jefferson: 5.2/1,000 |
15-17 Year-olds Crook: 19.0/1,000 Deschutes: 6.1/1,000 Jefferson: 11.2/1,000 |
15-19 Year-olds Crook: 39.2/1,000 Deschutes: 20.6/1,000 Jefferson: 33.2/1,000 |
Elena met someone she really liked and was excited about the blossoming relationship. But she had a lot of questions. What if I’m ready to take the next step? How do I protect myself, my partner, and prevent pregnancy? After visiting AskCentralOregon.com, Elena learned about convenient ways to get honest and confidential relationship advice, pregnancy prevention support, and access to free or low-cost care. She decided to reach out to a nearby nurse to get help. To get ready for the conversation, she reviewed AskCentralOregon.com’s section on how to prepare for an appointment to ensure she got the most out of her time with a supportive health care professional. Elena’s chat with the nurse helped her explore safe options to prevent pregnancy. As a result, she felt more confident in talking about pregnancy prevention options with her partner.
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- The Ask Anything Campaign aims to prevent unintended pregnancies in Central Oregon.
- The program was implemented by Brink Communications.
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This project attempts to achieve the following:- Develop a messaging campaign to decrease unintended pregnancies, focusing on teen pregnancies in Crook, Deschutes, and Jefferson counties.
- Improve/increase effective contraceptive use among women in Central Oregon.
- Decrease teen pregnancy rates by 2-5%.
- Target teens, young adults aged 10-29, including the following subpopulations: low income, rural, LGBT, homeless, under-insured, Latinx, and Native American communities.
The campaign ended with 2,039,245 impressions and 11,207 clicks for a click-through rate (CTR) of 0.55%.
On average, users spent over 3 minutes on the website (askcentraloregon.org) which is more than enough time to review the content and find a health clinic nearby.
Over 10% of users clicked to Find Support, leading them to the map of clinics.
Snapchat was the top-performing channel, with over 10,000 swipe-ups for a click-through rate of 0.73%, well above the benchmark of 0.25%. And, Spotify users tended to be the most engaged (spent more time) on the website.
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- The campaign yielded 2,039,245 impressions and 11,207 clicks for a click-through rate (CTR) of 0.55%.
- Recruiting stakeholders (ages 13-19) to provide their input on the messaging and creative direction for the campaign could have helped build more authentic, equitable assets for the campaign.
Campaign assets featured target populations including Latinx and Native American/Indigenous populations; the campaign was transcreated into Spanish.
Communication channels included Facebook, Snapchat, Instagram, Spotify, and Google Adwords.
Search engine marketing resulted in 121 impressions, 12 clicks, and a 9.92% click-through rate.
The website resulted in 2,618 unique visitors with an average session duration of 3 minutes and 22 seconds.