NBC, Kaiser Family Foundation And The Ad Council Launch "The More You Know About Teen Pregnancy Prevention" In Unique Public Service Effort
Multi-pronged Campaign to Include Public Service Announcements, Poster/Study Guides, Community Outreach Activities and TNBC Programming Tie-In
Embargoed for release until: Wednesday, February 11, 1998
For further information contact:
Jeffrey DeMarrais, NBC Corporate Communications
212/664-3505
Susan Haspel, NBC Community Relations/Public Affairs
212/664-5263
Tina Hoff, Kaiser Family Foundation
650/854-9400 x108
Paula Veale, Ad Council
212/984-1930
Ken Ulmer, Ad Council
212/984-1919
New York, NY -- NBC has formed a unique partnership, joining forces with the Kaiser Family Foundation and the Ad Council in cooperation with the National Campaign to Prevent Teen Pregnancy, to present a multi-pronged media campaign designed to educate young people on how to avoid teen pregnancy. The elements of this campaign include on-air public service messages, educational poster/study guides, a TNBC programming tie-in and community outreach activities. This unprecedented alliance combines the media power of NBC with the expertise and resources of the Kaiser Family Foundation and the Ad Council to present a synergistic effort titled "The More You Know About Teen Pregnancy Prevention."
"One million teen girls get pregnant each year. Given this fact, we are especially pleased to be collaborating with the Kaiser Family Foundation and the Ad Council on our 'The More You Know About Teen Pregnancy Prevention' effort," said Dr. Rosalyn Weinman, Executive Vice President of Broadcast Standards and Content Policy for NBC and the creator and Executive Producer of "The More You Know" campaigns. "This partnership provides parents, caring adults and educators with the tools they need to educate young people about the critical issue of teen pregnancy."
"Teens tell us that too often information about sex and pregnancy prevention comes too late and preaches too much," said Drew E. Altman, Ph.D., President, Kaiser Family Foundation. "What is different about this effort is that it supports families and gets teens themselves involved in helping to find solutions to a very big problem facing young people."
According to Ad Council President Ruth Wooden: "The Ad Council is pleased to partner with NBC and the Kaiser Family Foundation in a unique program that encourages parents to talk to their kids about tough issues. As the mother of a teenager, I know how difficult it is to talk to my son about issues like sex. These PSAs will be a valuable tool in educating teens and helping parents talk with their kids."
On-air Campaign
NBC has begun airing "The More You Know About Teen Pregnancy Prevention" public service announcements featuring the following NBC talent: Maria Bello and Laura Innes (ER), Lisa Kudrow (Friends), Katie Couric (Today) and Costas Mandylor (Players). These spots are scheduled to air in all dayparts.
On Saturday, March 21, NBC will rebroadcast a special episode of the top-rated teen show, Hang Time during its TNBC lineup. The episode, "Teen Mom," shows that parenting is a huge responsibility that requires a great deal of sacrifice and irrevocably changes teenagers' lives. In addition, the TNBC Web site (
http://www.nbc.com/atthemax) will enable viewers to further explore the issues of teen pregnancy and includes a direct link to the National Campaign to Prevent Teen Pregnancy Web site. TNBC is NBC's Saturday morning block of educational programming which targets 13 to 16 year olds.
Raising Awareness in the Classroom
A Nationwide PSA Contest for Teens
To launch the campaign, NBC and the Kaiser Family Foundation distributed poster/study guides to every public and private junior and senior high school across the nation to encourage teens to get more involved in promoting awareness of teen pregnancy. Students are invited to create their own public service announcements about teen pregnancy prevention, which will be judged by a panel of experts. The deadline for entries is March 31, 1998. Winners will be announced in late spring to coincide with "Teen Pregnancy Prevention Month." The contest materials are designed to help teachers address the issues surrounding teen pregnancy, and include student activities that build decision-making skills.
Community Outreach and Referral Information
In addition to the network elements of this campaign, NBC affiliates will mobilize within their local communities. The partners in this effort have worked with the National Campaign to Prevent Teen Pregnancy to distribute a directory of current teen pregnancy media campaigns, and a list of resources and information on how parents can connect with local organizations dedicated to teen pregnancy prevention. These materials will be used by NBC's affiliate stations in collaborating with teen pregnancy prevention initiatives in their communities.
"The More You Know" is the most comprehensive campaign in the media landscape. The public service announcements which feature popular NBC talent, cover a wide range of topics from substance abuse and violence prevention to teacher appreciation and parental involvement. "The More You Know" PSAs are broadcast across all dayparts including prime time, daytime, late-night and Saturday morning. Carried by more than 200 local affiliates under the banner of "The More You Know," stations also implement numerous community outreach activities such as homework hotlines, volunteerism programs, adopt-a-school initiatives and education fairs. In addition to 1996's Emmy win, "The More You Know" campaign has received numerous awards including the prestigious George Foster Peabody Award, The Christopher and an unprecedented two National Education Association awards.
The Advertising Council is a private, nonprofit organization which has been the leading producer of public service communications programs in the United States since 1942. The Council supports campaigns that benefit children, families and communities. The communications programs are national in scope and have generated strong, measurable results. Ad Council campaigns, such as "Friends Don't Let Friends Drive Drunk," "Take a Bite Out of Crime" and "A Mind Is a Terrible Thing to Waste," have helped to save lives and resources, to educate the public about issues and concerns of the day, and to make America a healthier country to live in. The Ad Council is financed through contributions from more than 350 corporations.
Methodology:
The Kaiser Family Foundation is an independent national health care philanthropy and not associated with Kaiser Permanente or Kaiser Industries. The Foundation's work is focused on four main areas: health policy, reproductive health, and HIV in the United States, and health and development in South Africa. The Foundation launched a national public education campaign last year, Talking with Kids About Tough Issues, to encourage parents to have conversations earlier and more often with their children about sex, AIDS and other topics.
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