Teen Pregnancy - Case Study - Saxum

WorkTeen Pregnancy

Challenge

Oklahoma ranks second highest in the nation for teen birth rates among 15 – 19 year olds. In fact, Oklahoma ranks highest in the nation for teen birth rates among 18 and 19 year olds. More girls in Oklahoma (ages 18-19) gave birth in 2010 than entered the University of Oklahoma and Oklahoma State University that fall semester as incoming female freshmen. Teen pregnancy is a growing concern that affects multiple aspects of the community, including high school graduation rates, college attendance, workforce development, family stability and economic health. Tulsa County experienced a 20 percent decline in teen birth rates from 2012 to 2013, which is encouraging, but there is still work to do.

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Strategy & Tactics

The Tulsa Campaign to Prevent Teen Pregnancy was officially launched in November of 2013 with a mission of improving the health and economic well-being of individuals and the City of Tulsa by reducing teen pregnancy. The Tulsa Campaign partnered with Saxum to assist in raising awareness of the issue through executing strategic and consistent media relations efforts. Saxum worked to brainstorm relevant and empowering media angles, develop strong news releases, pitch media contacts and secure articles and interviews.

In addition to media relations, Saxum planned and coordinated the Tulsa Campaign launch events in November 2013 including both a private luncheon with community leaders and partners as well as a public celebration on the following day. To accomplish two flawless and strategic events, Saxum coordinated all logistics, developed and distributed media advisories, news releases, fact sheets and scripts, developed key speaking points and prepared speakers, coordinated media interviews and developed creative materials including an event program, invitations, signage and more.

Most recently, Saxum assisted in executing the Tulsa Campaign’s first anniversary events in November 2014, which included a VIP reception, a luncheon with nearly 200 community supporters in attendance and a healthcare conversation meeting. Saxum took the lead on coordinating all logistics and necessary vendors for the events including venue space, valet parking, catering, rentals, audio visual services and decorations. Saxum also handled media relations for the anniversary by developing and distributing a media advisory, news release and editorial piece, which resulted in securing five broadcast placements–three print articles and two radio stories.

Results

Saxum’s efforts to prepare for the Tulsa Campaign launch and anniversary events resulted in more than 30 media placements throughout the state with an estimated audience of more than 1,000,000. Since the Tulsa Campaign launch, Saxum has garnered more than 120 media placements nationwide with an estimated audience of 22 million. In the first year, The Tulsa Campaign to Prevent Teen Pregnancy was featured numerous times in The Tulsa World and Oklahoman, featured on local broadcast television stations and participated on a panel discussion interview with Huffington Post Live.

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