TITLE

N.Y. Planned Parenthood uses `pillow talk' to reach teens

AUTHOR(S)
Krol, Carol
PUB. DATE
March 1999
SOURCE
Advertising Age;3/15/1999, Vol. 70 Issue 11, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Case Study
ABSTRACT
The article reports on the advertising campaign launched by Planned Parenthood of New York City for emergency contraception. The campaign's objective was to encourage consumers to call to learn more about emergency contraception. Advertising agency Hard Hats handled on a pro bono basis. Two versions of the advertisement in English and Spanish ran for two weeks in the New York City subway system. The advertisements met with such enormous response that the Planned Parenthood Federation of America adopted the program nationally.
ACCESSION #
1662844

 

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