A public health campaign to lower unintended teenage pregnancy in Onondaga County, New York.
Unintended teenage pregnancies are higher in Onondaga County than in any other region in New York. Research showed that the teenagers who are most at risk — black and hispanic young women — have significant mistrust of authority figures such as nurses or doctors. To reach teen girls in a more authentic way, The Public Goods Projects turned to A.I. and developed a chatbot with the personality of a cool, knowledgeable older sister. The chatbot, named Layla by a focus group of young women from the area, offers sex-ed and birth control advice, including where the young women can get birth control based on their zip code.
My team at Straight To Tell was responsible for the brand identity, website design and social media accounts.
The brand identity was selected through a focus group of young women from the area. We chose to feature young women from the area in all the marketing materials because the research told us these young women never saw people who looked like them when learning about sex education. Because of their age and anticipating effects it could have on their reputation, all marketing materials could not directly reference sex - rather they needed to be interesting enough to get young girls to pay attention and then click through to use chatbot.
The campaign, which is still ongoing, has been lauded by PBS. In May 2019, the chatbot had 700 sessions, exceeding the goals set by The Public Goods Projects.
Brand Identity and Art Direction for Straight To Tell, 2018
Creative Director: Trevor Kane
Photographer: Gene Smirnov
Video Editor: Sam Wagstaff
Designer: Lauren Bowers
Website and Chatbot Development: The Public Good Projects