NYC Teen Moms Campaign

This blog is just some thoughts and thinking in my daily life. I want to record those interesting marketing campaigns in China and US.

These days, I was overwhelmed by these ads on the subway. For me, it is the first time to see such ads from a government to discourage being a teen mom . The approach is very interesting. Since abortion is such a sensitive topic in US that we can never directly encourage, the other creative way is to use the prevention focus incorporated into the ads and scare the potential teen mom away.

The four ads have different targets but the cohesive message.

1) Mom 

2) Dad

3) The development of the child

4) The financial burden from a child on the parents

The mom & dad are the decision making unit of the kid.

And the financial burden and the education of the children must be the two major concern of those teen moms. I believe this approach comes from a market research to understand the key focus of the parents.

And by presenting the innocent children's faces, the ads easily draw attention from the public. The voice of the kids is more appealing. 

This campaign reminds me of the PR campaign from Jiaduobao, a Chinese beverage company. After they lost the law suit towards Guangyao, they started a PR campaign, on one hand, to apologize for their unsuitable use of the brand name, on the other hand, to show their great effort in growing the brand.