ads with hard-hitting facts about the money and time costs of parenting, and the negative consequences of having a child before you are ready.”
The NYC teen pregnancy advertisements as they currently stand appear to rely on the Health Belief Model, in which an individual weighs perceived susceptibility and severity of outcome to determine the perceived benefit gained by performing an encouraged behavior. If the perceived benefit is greater than cost, the individual will theoretically then choose to implement the behavior.
Although the rate of teen pregnancy has been decreasing in the United States over the last 20 years, it remains higher than similar developed nations.
In addition, including tools to promote self-efficacy to perform safe sex, such as listing the locations of free contraception, will improve the efficacy of the campaign. Finally, reframing the campaign with an empowering core value of freedom and delivering the message with relatable peers instead of fictitious children will correct the current flaws in the existing campaign to create a much more effective public health message.
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