際際滷

際際滷Share a Scribd company logo

Bedsider at the EC Jamboree, Re-Branding Birth Control

Lawrence Swiader
Lawrence Swiader

This presentation, made at the 2013 EC Jamboree, focused on re-branding birth control through the sharing of content. The end of the presentation focuses on some new ways to share like a poster about emergency contraception produced in partnership with UCSF and the Thanks, Birth Control day - #thxbirthcontrol - on 11/12/13.

1 of 21
Download to read offline
Bedsider: Re-branding Birth Control EC Jamboree October 21, 2013 Lawrence Swiader, The National Campaign to Prevent Teen and Unplanned Pregnancy The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Hi, Im Lawrence Swiader, and Im the Senior Director of Digital Media at The National Campaign. Im delighted to have this opportunity to give you a tour of the Bedsider birth control support network. But I know that Im the only thing standing between you and the cocktail hour, so Ill make it quick. How many of you have heard of Bedsider?
Great Question. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 I was asked by the great museum thinker, Mike Edson, this question at a conference session we did together. That question, and my answer--which you can guess was a resounding no-frames my presentation today.
What the %$#& is going on out there? The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Bedsider was created to address the signi鍖cant problem with unplanned pregnancy in the U.S, especially among young single people in their 20s. Seven in ten pregnancies to single women aged 18 to 29 are unplanned. This is the case even though most people think pregnancies should be planned AND Most people also say its important to them to avoid pregnancy in their lives right now BUT Among those having sex and not trying to get pregnant: 19% use no contraception at all and 24% use it inconsistently. [Intentions dont match behavior] AND Among those who say its very important to avoid pregnancy now, 34% say its likely theyll have unprotected sex in near future With this as the situation The National Campaign in the late summer of 2008 started to look closely at the reasons that people werent getting BC right so we could reduce the number of unplanned pregnancies. What were the reasons--beyond cost and access to BC--for the failure?
Tone Fail. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 We started our research by taking a look at what's whats out there now. And the state of sexual health and behavior change is not pretty. What does this any of this have to do with sex? The answer is: Not very much at all. [And why do the people with vaginitis look so happy?]
The birth of Bedsider. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 With Bedsider, weve tried to address the real issues and hurdles that women face at every stage, and give them tools they can actually use to stick with their plans to not get pregnant before theyre ready. Part of it is education, for sure. But its education in a voice that makes sense and comes from the POV of the women were speaking to. Goals: (1) take the fear and mystery out of birth control, (2) help women 鍖nd the method of birth control thats right for them, (3) help them understand how to use it consistently and effectively, and (4) to gradually encourage women to consider using more effective forms of birth control over time.
The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Heres one view of the Bedsider home page. You can see at the bottom the link to real stories, where you can compare methods by watching videos of real women, talking about both the good and the bad aspects of birth control. So youre able to choose a method by identifying with a real person, not a medical object.
The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 This is a shot of the method explorer. Our goal was to demystify the objects. What does an implant look like? Nobody actually knows!
The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Part of the EC detail page on Bedsider.
The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Knowing that we cant be all things to all people, the Method Explorer is shared via an RSS feed to allow partners to add their own branding and to customize for a local audience.
The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Another example.
Mobile Web. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 A view of the method explorer on our mobile web site.
The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 The Where to Get It section is a comprehensive clinic look-up for reproductive health representing a number of national data sets--and we are adding to it constantly.
Fact or Fiction. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Heres an example of one of our 24 Fact or Fiction videos. These animations tackle popular myths like, you cant get pregnant if you have sex during your period, or if you have sex in a hot tub. The one you see depicted tackles the myth that men cant buy lady products like EC. All the videos end with a doctor debunking the myth. This is also an example of my goal to create once and produce everywhere. These videos are also found on YouTube, on many college TV stations running as a PSA, on Navy ships, and on MTVs site IYSL.
The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Its Your Sex Life sharing FoF content.
Ad Council: the ultimate in sharing The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Ill 鍖nish with our work with The Ad Council--maybe the ultimate sharing model. With its ad agency partners they got us pro-bono creative services to create TV, radio, print, and web ads. Then, they ask TV, radio, web, and print outlets to donate their time and space for the ads. The result has been millions of dollars worth of nationwide exposure.
The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 This ad does a great job of re鍖ecting the values of the Bedsider program.
Does It Work? The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 The truth is that we dont know if it works yet. Over the next two years our emphasis will be placed on understanding Bedsiders effects. Early results from a year-long study are very good. Since the November 2011 launch Bedsider has had nearly 4 million visits. Bottom line: We approach all the content we create with an eye towards sharing to support the entire reproductive health community so that in the end, it doesnt matter who completes our mission--only that it is completed. Thats truly re-branding birth control. So with sharing in mind, Id like to show you some more content that you can use. First, EC video from Guys Guide.
The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Latest video in our Guys Guide series on EC.
Monday, November 4, 13 This poster, almost done, was made in collaboration with with UCSF. You may download the 鍖le from providers.bedsider.org and print it yourself at two sizes--8 1/2 x 11 or 16 x 24. UCSF will be distributing hard copies of the poster as will Bedsider through the Providers site. All you need to do is sign up.
Monday, November 4, 13 Last, on November 12, 2013 we are launching the 鍖rst in what will be an annual celebration of birth control. Its a day to say Thanks, Birth Control. All you need to do to participate is use the hashtag on a social media channel like Twitter. And this is a chance to make EC a part of the birth control conversation. Tweet whatever you like and include the hashtag. Need content? Well, Bedsiders got you covered. Go to the site starting November 5 to take one of the digital postcards to share. There are many themes and many ways to say thanks representing in the cards.
Thank you. Lawrence Swiader lswiader@thenc.org 202-478-8574 Twitter: @lawrenceswiader The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Thank you.

More Related Content

Bedsider at the EC Jamboree, Re-Branding Birth Control

  • 1. Bedsider: Re-branding Birth Control EC Jamboree October 21, 2013 Lawrence Swiader, The National Campaign to Prevent Teen and Unplanned Pregnancy The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Hi, Im Lawrence Swiader, and Im the Senior Director of Digital Media at The National Campaign. Im delighted to have this opportunity to give you a tour of the Bedsider birth control support network. But I know that Im the only thing standing between you and the cocktail hour, so Ill make it quick. How many of you have heard of Bedsider?
  • 2. Great Question. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 I was asked by the great museum thinker, Mike Edson, this question at a conference session we did together. That question, and my answer--which you can guess was a resounding no-frames my presentation today.
  • 3. What the %$#& is going on out there? The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Bedsider was created to address the signi鍖cant problem with unplanned pregnancy in the U.S, especially among young single people in their 20s. Seven in ten pregnancies to single women aged 18 to 29 are unplanned. This is the case even though most people think pregnancies should be planned AND Most people also say its important to them to avoid pregnancy in their lives right now BUT Among those having sex and not trying to get pregnant: 19% use no contraception at all and 24% use it inconsistently. [Intentions dont match behavior] AND Among those who say its very important to avoid pregnancy now, 34% say its likely theyll have unprotected sex in near future With this as the situation The National Campaign in the late summer of 2008 started to look closely at the reasons that people werent getting BC right so we could reduce the number of unplanned pregnancies. What were the reasons--beyond cost and access to BC--for the failure?
  • 4. Tone Fail. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 We started our research by taking a look at what's whats out there now. And the state of sexual health and behavior change is not pretty. What does this any of this have to do with sex? The answer is: Not very much at all. [And why do the people with vaginitis look so happy?]
  • 5. The birth of Bedsider. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 With Bedsider, weve tried to address the real issues and hurdles that women face at every stage, and give them tools they can actually use to stick with their plans to not get pregnant before theyre ready. Part of it is education, for sure. But its education in a voice that makes sense and comes from the POV of the women were speaking to. Goals: (1) take the fear and mystery out of birth control, (2) help women 鍖nd the method of birth control thats right for them, (3) help them understand how to use it consistently and effectively, and (4) to gradually encourage women to consider using more effective forms of birth control over time.
  • 6. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Heres one view of the Bedsider home page. You can see at the bottom the link to real stories, where you can compare methods by watching videos of real women, talking about both the good and the bad aspects of birth control. So youre able to choose a method by identifying with a real person, not a medical object.
  • 7. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 This is a shot of the method explorer. Our goal was to demystify the objects. What does an implant look like? Nobody actually knows!
  • 8. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Part of the EC detail page on Bedsider.
  • 9. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Knowing that we cant be all things to all people, the Method Explorer is shared via an RSS feed to allow partners to add their own branding and to customize for a local audience.
  • 10. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Another example.
  • 11. Mobile Web. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 A view of the method explorer on our mobile web site.
  • 12. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 The Where to Get It section is a comprehensive clinic look-up for reproductive health representing a number of national data sets--and we are adding to it constantly.
  • 13. Fact or Fiction. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Heres an example of one of our 24 Fact or Fiction videos. These animations tackle popular myths like, you cant get pregnant if you have sex during your period, or if you have sex in a hot tub. The one you see depicted tackles the myth that men cant buy lady products like EC. All the videos end with a doctor debunking the myth. This is also an example of my goal to create once and produce everywhere. These videos are also found on YouTube, on many college TV stations running as a PSA, on Navy ships, and on MTVs site IYSL.
  • 14. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Its Your Sex Life sharing FoF content.
  • 15. Ad Council: the ultimate in sharing The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Ill 鍖nish with our work with The Ad Council--maybe the ultimate sharing model. With its ad agency partners they got us pro-bono creative services to create TV, radio, print, and web ads. Then, they ask TV, radio, web, and print outlets to donate their time and space for the ads. The result has been millions of dollars worth of nationwide exposure.
  • 16. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 This ad does a great job of re鍖ecting the values of the Bedsider program.
  • 17. Does It Work? The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 The truth is that we dont know if it works yet. Over the next two years our emphasis will be placed on understanding Bedsiders effects. Early results from a year-long study are very good. Since the November 2011 launch Bedsider has had nearly 4 million visits. Bottom line: We approach all the content we create with an eye towards sharing to support the entire reproductive health community so that in the end, it doesnt matter who completes our mission--only that it is completed. Thats truly re-branding birth control. So with sharing in mind, Id like to show you some more content that you can use. First, EC video from Guys Guide.
  • 18. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Latest video in our Guys Guide series on EC.
  • 19. Monday, November 4, 13 This poster, almost done, was made in collaboration with with UCSF. You may download the 鍖le from providers.bedsider.org and print it yourself at two sizes--8 1/2 x 11 or 16 x 24. UCSF will be distributing hard copies of the poster as will Bedsider through the Providers site. All you need to do is sign up.
  • 20. Monday, November 4, 13 Last, on November 12, 2013 we are launching the 鍖rst in what will be an annual celebration of birth control. Its a day to say Thanks, Birth Control. All you need to do to participate is use the hashtag on a social media channel like Twitter. And this is a chance to make EC a part of the birth control conversation. Tweet whatever you like and include the hashtag. Need content? Well, Bedsiders got you covered. Go to the site starting November 5 to take one of the digital postcards to share. There are many themes and many ways to say thanks representing in the cards.
  • 21. Thank you. Lawrence Swiader lswiader@thenc.org 202-478-8574 Twitter: @lawrenceswiader The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Thank you.