Campaign Overview

Over the last ten years, the number of teens giving birth in Washington, DC has decreased by almost half. The Income Maintenance Administration of the DC Department of Human Services (DHS/IMA) has won several federal bonus awards because of its efforts in reducing teen pregnancies in the nation’s capital.

In a competitive process, DHS/IMA selected MEE Productions Inc. to design and implement a citywide teen pregnancy prevention outreach and information campaign. The resulting Be On The Safe Side Campaign was launched in August 2001.

Be On The Safe Side promotes abstinence and safe sex practices to youth in Washington, DC The four broad goals of the Campaign are to:

• Increase awareness about teen pregnancy and its consequences;
• Change norms, attitudes and values regarding teen pregnancy;
• Promote abstinence as a viable option for teens; and
• Encourage parent and child communication about sexuality, reproductive health, and the risk of teen pregnancy.

The campaign is now in its fifth year of implementation. It combines both traditional and non-traditional communication channels in a culturally relevant, peer-led initiative. Major campaign components are listed below.

	Peer-to-Peer Outreach
	Media and Materials
	Community Involvement