#NowUKnow Mobile Campaign for Teen Reproductive Health
Twanna was part of a coalition of four Planned Parenthood offices in and around New York City (PP4Y) that developed and launched the national #NowUKnow mHealth adolescent sexual health campaign in partnership with See3 Communication. Additionally, she led all aspects of the campaign’s direct implementation and evaluation in Yonkers and White Plains — two communities in Westchester County with high teen pregnancy rates. Fully available throughout the US, #NowUKnow targeted youth, both boys and girls, aged 10 – 21. The campaign aimed to reduce unintended pregnancy and STD/STI rates by: offering a clinic locator to access services; connecting youth to real-time call centers; and providing sexual health education messaging. Videos posted to YouTube started a story containing a cliffhanger. (See a copy the campaign’s overview video and a sample webisode.) To find out what happened, teens signed up for SMS/text messages. Messaging included age-appropriate, medically-accurate information to help youth make informed decisions about their sexual health. Optional texts also included clinic locaters, appointment reminders, and other services. Standard text messaging rates applied. To extend the digital campaign’s reach, Twanna also deployed media relations initiatives and consulted on QR-coded print collateral and branded chachkies.