1. What are the Odds? Preconception Health Media Strategy Rita Caprara January 2006 Peel Public Health

2. Preconception Health

3. What? Peel Public Health implemented a strategy encouraging sexually active young adults to modify their attitudes and behaviours that can impact on the health of an unborn baby

4. Target Audience Men and women between the ages of 22- 34 years of age, who are not planning a pregnancy

5. What we know Reproductive health begins long before a baby is conceived The most critical period is 17-56 days after conception 50% of pregnancies are unplanned

6. Audience is not interested in pregnancy Believes that unplanned pregnancy is unlikely Little motivation to change behaviors Highly complex issue

7. So… Hired communications agency Needed creative edge Needed more info on how to reach our target Conducted target audience analysis

8. What we learned Risk taking behavior re pregnancy Know about risks of smoking and drinking when pregnant Little knowledge of need to be healthy pre- conception Impact of male preconception health viewed as insignificant

9. What we learned Limited interest in topic as pregnancy is not anticipated Very comfortable discussing sex Believed that people need to be informed All planning to plan a pregnancy!

10. Many creative sessions later…

11. Booze, drugs, tobacco – they can all affect your sperm in negative ways. And even though you may not be planning on having kids at the moment, you never know. After all, 50% of all pregnancies are unplanned. Be prepared for surprises. Get your boys in shape. For more information, call Health Line Peel at 905-799-7700 or visit peelregion.ca

12. The first 17-54 days are the most critical to a baby’s development. Alcohol, drugs, tobacco – they all affect your baby’s health. And even though you may not be planning on having kids now, you never know. After all, 50% of pregnancies are unplanned. Be prepared for surprises. Take folic acid, eat right and exercise. For more information, Call Health Line Peel at 905-799-7700 or visit peelregion.ca

13. Play Where They Play Poster distribution Condom Package Print Ads –Student Handbook- Sheridan College –UofT Mississauga “The Medium” Bookmarks

14. Spreading the word… What are the Odds? an interactive websiteWhat are the Odds? Campaign Launch –U of T Mississauga –Sheridan College Online Survey

15. Media coverage Toronto Star Metro News Rogers Cable CFRB interview with MOH

16. Challenges Topic Target Audience Getting the right approvals Campaign timing Website/online survey Copyright infringement

17. Evaluation Online Survey Results Tracking -website hits -phone requests -resource dissemination

18. Sustainability 3yr strategy at minimum Same staff members involved, promotes consistency Work plans and logic model clearly defined

19. Images to be run again in 2006 Results from the evaluation will identify gaps in the knowledge of preconception health among the target audience Curriculum supports to be developed Other collateral products to be developed Next Steps

21. Thank you! Questions or comments?