Case Studies:

* Cooling Global Warming * Little Investments, Big Returns
* Safer Sex Machine * Cut Quickly * Clean Up Southern Company

Population Services International (psi)- safer sex machine

Unwanted teen pregnancy is a difficult challenge in any community, but when you add in cultural stigmas and ethnic barriers to the mix the level of difficulty only increases. This was the landscape in Watsonville, California when PSI set out to reduce the record high numbers of teen pregnancy occurring in that community. PSI appointed Underground as chief creative detectives to discern what messages and context would truly get the attention of the youth in this predominantly Latino community. We held focus groups, inviting local young people to share their opinions, their vernacular and their perspectives on sex, access to condoms & contraception, and ultimately the prevention of teen pregnancy. Using the invaluable experience of these teens as a lens we crafted a unique and daring campaign consisting of radio spots, t-shirts, postcards, condom vending machine signs, stickers and key chains.

impact:

• Local business warmly welcomed the hip, teen-friendly materials and provided PSI access to distributing condom vending machines
• Local and national press picked up the story
• Local radio stations offered major bonus airtime matching  and then surpassing the numbers of spots we paid for