When teenage pregnancy rates in Peterborough started to increase, the City Council and the NHS wanted to do something to increase take up of free contraception and sexual health services by under 24s. I developed an integrated social marketing campaign with the input of young people including teenage parents. The centrepiece of Who’s the Daddy? was a short film seeded on YouTube and other social media sites featuring two ‘pregnant’ teenage boys and shot in Peterborough’s Central Park.
Who’s the Daddy? resulted in a 48% increase in take up of contraception and sexual health services across Peterborough by young people.