Milwaukee may have been the first city to launch Serve’s iconic pregnant boy campaign way back in 2007. But Chicago put it in the national spotlight, when the Health Department re-launched it in the Windy City this past fall.
The outdoor campaign set off a media firestorm, as national media outlets from CNN and the Today Show to Good Morning America and the View debated the controversial teen pregnancy prevention effort. The campaign generated over 100 million earned media impressions within 48 hours. While some YouTube videos featuring the campaign generated as many as 1.5 million views. Media experts applauded the provocative campaign, citing its success in helping to reduce teen pregnancy in Milwaukee by 35%.
And that’s only the beginning, as Serve and the City of Chicago Health Department have agreed to launch several more powerful teen campaigns over the next 12 months.