Beforeplay.org
Outreach to an Elusive Youth Demographic
Key Highlights
Over 3,500 articles and broadcast segments regarding the progressive campaign
Made a Difference: Colorado’s unintended pregnancy rates went from one of the worst, to best between 18-29 years old’s in just three years
Colorado’s Governor, John Hickenlooper, praised the campaign in a press conference
Challenge
A joint venture between Goodworks Group and the Colorado Department of Public Health and Environment, Beforeplay.org was launched in 2012 and uses extensive outdoor, public relations and social media platforms to reach an elusive 18- to 29-year-old audience in Colorado. “Just Talk About It” is the theme of the campaign.
Result
bluetone Marketing & Public Relations were tapped to be the public relations agency of record to develop and implement a comprehensive message and media relations strategy campaign that focused on print, broadcast and blogger outreach to circulate the “Just Talk About It” motif. The campaign has been featured in outlets such as The Denver Post, USA Today, NBC Denver and 303 Magazine – amongst dozens of others. The campaign website has also been viewed by over 2 million visitors to-date.
Earned Media Partial List
