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Call 1-888-NOT-2-LATE: promoting emergency contraception in the United States
1Woodrow Wilson School of Public and International Affairs, Princeton University, USA.
Journal of the American Medical Women'S Association (1972)
|December 22, 1998
Summary
A 1997 mass media campaign successfully raised awareness of emergency contraception (EC) as a last-chance pregnancy prevention method in the United States. Public service announcements were distributed widely, increasing public knowledge of EC options.
Area of Science:
- Public Health
- Health Communication
- Reproductive Health
Background:
- Emergency contraception (EC) is a critical method for pregnancy prevention.
- Public awareness of EC as a last-chance option was limited in the United States.
- Targeted media campaigns can effectively disseminate health information.
Purpose of the Study:
- To describe the development and execution of a mass media campaign for the Emergency Contraception Hotline.
- To increase general awareness of emergency contraception as a method of pregnancy prevention.
- To evaluate the strategies and lessons learned from a public health media initiative.
Main Methods:
- Development of diverse public service announcements (PSAs) in English and Spanish.
- Distribution of PSAs across television, radio, print, and outdoor media.
- Collaboration with local coalitions for free media placement in six pilot cities.
- Engagement with local and national news outlets for campaign coverage.
Main Results:
- Successful placement of PSAs in six pilot cities through local partnerships.
- Generated significant media coverage in both local and national news outlets.
- Increased visibility and awareness of emergency contraception and the dedicated hotline.
Conclusions:
- Mass media campaigns can be effective in promoting reproductive health technologies.
- Strategic partnerships and diverse media channels enhance campaign reach.
- Lessons learned from this campaign can inform future public health communication efforts.