The Power of Persuasion: Using Media to Create Cultural Change

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The Power of PersuasionUsing Media to Create
Cultural Change

• Angela Griffiths
• AWAIT FIND
• griffiths_at_awaitandfind.org
• [phone]

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• Summary Presentation of different media that
  can be used by local programs to effect cultural
  change among parents and adolescents regarding
  attitudes about teen sex (television, radio and
  print campaigns, interactive classroom media,
  educational handouts, etc.)

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Utilizing Existing or Creating New Media Campaigns

• Shop or create media campaigns based on your
  target audience NOTE you are not the audience!
• Media should be used to cast a net to folks who
  might not otherwise listen to you
• Remember, your media is someones first
  impression of you!
• Sample messaging on proposed target audiences
• Work with proven professionals

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Sample Public Service Campaigns
A 2006 Addy Award-Winning Multimedia Campaign

• Available Materials
• Four 30-second TV Commercials
• Mall Display Ads
• Teen and Parent Postcards

• Website
• School Posters
• Transit Ads

To preview campaign, visit we-matter.com. For
further information, contact [phone] or
info_at_awaitandfind.org.
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Sample Public Service Campaigns

• Expect More, Get More Multimedia Campaign
• Available Materials
• 60-second TV Commercial
• Transit Ads (Bus, Train, Depot)
• Brochures
• Website
• Radio
• Outdoor
• Vow Ceremony Materials

For further information, contact Marilyn Ammon,
Targeted Abstinence Project of America (254)
755-6847 or TapAmmon_at_hot.rr.com.
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Sample Public Service Campaigns

• Head in the Sand Multimedia Campaign
• Available Materials
• 60-second and 30-second Radio Spots
• Outdoor ads
• Transit Ads
• Teen Poster
• Parent Postcard
• Parent and Teen Brochures

For further information, contact Carla Beeson,
Colorado Dept. of Public Health Environment,
[phone] or Carla.Beeson_at_state.co.us.
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Media Campaign Development

• Each of the three previous slides (campaigns
  shown) were developed by Cox Creative.
• For further information, contact Melissa Cox
  [phone] or Melissa_at_CoxCreative.com.

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Interactive Websites

• If your program doesnt already have a webpage
  for young people, make one! They are very
  skilled at surfin the web and need good places
  to go.
• Check out
• www.we-matter.com as an example of one of our
  interactive websites geared towards young people.

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Interactive Games

• Quiz Craze (Jeopardy-style) computer game
• Works for youth, parent and educator audiences
• Classroom style, homework assignments, in-class
  computer work, or play it on-line
• Encourage splitting a classroom style group in
  half one side of the room versus the other and
  have small prizes for winning team (e.g.
  we-matter glow-in-the-dark silicone bracelets)

For further information call [phone] or
info_at_awaitandfind.org.
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Digital Brochures

• Sample we-matter youth CD, distributed in
  plastic case on lanyard for outdoor youth event
  rather than paper brochures for education

For further information contact [phone]
or info_at_awaitandfind.org.
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Classroom Audio/Visual
Intended primarily as a tool to educate parents
and/or for parents to use to educate their
children, portions of this CDRom can also be used
in the classroom for teachers looking for more
audio-visual tools. Recommended sections for
classroom education Puberty Reproduction Sexua
lly Transmitted Diseases
For further information, contact the National
Physicians Center for Family Resources, (877)
870-1890 or www.physicianscenter.org.
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Parent Education
What do you advise for those parents who want to
pull their kids out of sex/health education
classes? How about parents who just want to be
prepared and up-to-date with adolescent health
information?
Based on NPCs best-selling booklet, Sex QA-
Kids Questions-Parents Answers, this
interactive CD turns your home computer into a
parenting resource center. Narration, video,
animation and text combine to form an
easy-to-understand yet powerful educational tool
that provides medically-accurate information on
adolescent development and sexual health. Topics
include - Communication - Character -
Puberty - Reproduction - Sexuality -
Sexually Transmitted Diseases
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Parent Education Cont.
Sex QA Kids Questions Parents
Answers Newly designed and revised in 2006, this
popular resource provides parents and health
educators with the facts they need to discuss
sexual issues with adolescents. The new QA
booklet is easy to read and medically
accurate. Topics include Pointers for
Parents Puberty Reproduction Sexuality Sexually
Transmitted Diseases Emotional / Social Issues
For more information about Prescriptions for
Parents or Sex QA, please contact the National
Physicians Center for Family Resources, (877)
870-1890 or www.physicianscenter.org.
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Out of the Box

• Think out of the box and learn new ways of
  utilizing existing or new media to help
  communicate your message of hope and health to
  young people.
• Other examples
• Positive movie clips
• Positive music (existing or local artists)
• Positive poster or art development contests