'No Sex' Is The Safest

Godwin’s PSAs Attack Miss. Teen Births
ATLANTA–Safe sex may be the buzz phrase of the ’90s, but the Mississippi Department of Human Services is promoting no sex to teens around the state with a public service television campaign from GodwinGroup of Jackson, Miss.
Although a recent federal report showed teen birth rates have fallen in every state, Mississippi still has the highest incidence in the U.S., according to the latest figures available.
“Talk about a tough product,” said GodwinGroup chief creative officer Todd Ballard, whose charge was to “make it cool to abstain” from sex.
GodwinGroup conducted focus groups with teenagers around the state, and “out of the mouths of babes came the campaign,” Ballard said.