Bedsider: Re-Branding Birth control
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Transcript of Bedsider: Re-Branding Birth control
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The National Campaign to Prevent Teen and Unplanned Pregnancy
Lawrence Swiader, The National Campaign to Prevent Teen and Unplanned Pregnancy
Re-brandingBirth Control
The Big Redux DC 2011
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The National Campaign to Prevent Teen and Unplanned Pregnancy
What the %$#& is going on out there?
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The National Campaign to Prevent Teen and Unplanned Pregnancy
We needed help. Call in the troops!
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Tone Fail.
The National Campaign to Prevent Teen and Unplanned Pregnancy
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The National Campaign to Prevent Teen and Unplanned Pregnancy
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The National Campaign to Prevent Teen and Unplanned Pregnancy
Sex isn't science.
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The National Campaign to Prevent Teen and Unplanned Pregnancy
Human centered-design.
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The National Campaign to Prevent Teen and Unplanned Pregnancy
A few insights
Education comes at the wrong time, in the wrong context. (If it happens at all.)
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The National Campaign to Prevent Teen and Unplanned Pregnancy
A few insights
In the heat of the moment, all bets are off.
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The National Campaign to Prevent Teen and Unplanned Pregnancy
Booty trumps Jesus.A few insights
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The National Campaign to Prevent Teen and Unplanned Pregnancy
And then there’s the total lack of feedback.
A few insights
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The National Campaign to Prevent Teen and Unplanned Pregnancy
It had to be a system.
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The National Campaign to Prevent Teen and Unplanned Pregnancy
PHASE ONE PHASE TWO PHASE THREE
Preparation Initiation Maintenance
Awareness Drivers Website
Services
Loyalty
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The National Campaign to Prevent Teen and Unplanned Pregnancy
Theoretical models.Real women.(And why it’s important to have a theory to test.)
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The National Campaign to Prevent Teen and Unplanned Pregnancy
The birth of Bedsider.
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The National Campaign to Prevent Teen and Unplanned Pregnancy
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The National Campaign to Prevent Teen and Unplanned Pregnancy
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The National Campaign to Prevent Teen and Unplanned Pregnancy
Prototyping tone and rebranding birth control.
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The National Campaign to Prevent Teen and Unplanned Pregnancy
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The National Campaign to Prevent Teen and Unplanned Pregnancy
Awareness isn’t enough.You’ve got to have the right tools.And an agile approach.
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The National Campaign to Prevent Teen and Unplanned Pregnancy
No room for error.Stressing mobile networks that were not set up for fail-proof delivery.
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The National Campaign to Prevent Teen and Unplanned Pregnancy
Best of all, it works.
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The National Campaign to Prevent Teen and Unplanned Pregnancy
Results.
!
!
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The National Campaign to Prevent Teen and Unplanned Pregnancy
Results.
!
!
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The National Campaign to Prevent Teen and Unplanned Pregnancy
So what’s next?