[Video Link for Email/Other Subscribers - 5.5min]

The National Campaign to Prevent Teen and Unplanned Pregnancy approached IDEO with a daunting challenge: reduce the number of unplanned pregnancies in the U.S. for women between the ages of 18 and 29. In other words: try and alter one of nature’s most powerful urges. Given the tension between today’s media-driven culture, religious mores, and biological imperatives, the project called for delicate and persuasive storytelling. The lesson: translating stories into high-impact messages—with the weight required to modify behavior—requires precisely the right tone.

Very inspiring indeed, and the type of long term digital marketing campaigns that I’d love to produce. Come on big aspirational PR agency, hire me and let’s do this!