BOSTON – The complex expectations of teenage parents come to the fore in a multimedia campaign for the Children’s Trust Fund.
Developed on a pro bono basis by CGN Marketing & Creative Services in Boston, television, radio, print, billboard and transit executions rolled out this month in Greater Boston.
Ads target teenage parents who may be unaware of the services supported by Children’s Trust, a public-private partnership that provides nearly $8 million a year to Massachusetts organizations working to strengthen families and prevent child abuse. The current effort specifically promotes the “Healthy Families” initiative, which includes a home visitation and counseling program.
A 30-second TV commercial titled “Expecting” features sound bites from teen parents who relate their expectations. “I’m 18 and I’m expecting . . . to be a great mother,” one woman says. Other expectations: “To graduate in a couple of years” and “To be independent and successful.” Another spot stresses responsibility among fathers of all ages.
One print ad employs the headline, “Having a baby is a lot like school. Tons of homework and every day there’s a test.” Another begins, “Your baby isn’t the only one who doesn’t care how old you are.”
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity