Social Messages Seek Out New Tactics for Teens

As youths get more media-savvy, nonprofits find new ways to reach them

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In the March 20 episode of Raising Hope, called “Poking Holes in the Story,” the mom, Virginia Chance, played by Martha Plimpton, borrows from her own experience as a teenage mother to try to persuade a young couple to wait before having sex. What viewers wouldn’t have known was that the story line was inspired by The National Campaign to Prevent Teen and Unplanned Pregnancy.

Social messaging through TV isn’t new. Remember the “very special episodes” of shows warning you against the perils of sex and drugs? But as teens have become more wary of being preached to, nonprofit organizations have gotten more clever about how to reach teens without turning them off.

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