Bedsider: Re-branding
Birth Control
EC Jamboree
October 21, 2013
Lawrence Swiader,
The National Campaign to Prevent
Teen a...
Great
Question.

The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

I was asked by the ...
What the %$#& is
going on out there?

The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13...
Tone Fail.

The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

We started our research ...
The birth of Bedsider.

The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

With Bedside...
The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

Here’s one view of the Bedsider home...
The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

This is a shot of the method explore...
The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

Part of the EC detail page on Bedsid...
The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

Knowing that we can’t be all things ...
The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

Another
example.
Mobile
Web.

The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

A view of the method ex...
The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

The Where to Get It section is a com...
Fact or Fiction.

The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

Here’s an example ...
The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

It’s Your Sex Life sharing FoF
conte...
Ad Council: the
ultimate in sharing

The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13
...
The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

This ad does a great job of reflectin...
Does It Work?

The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

The truth is that we ...
The National Campaign to Prevent Teen and Unplanned Pregnancy
Monday, November 4, 13

Latest video in our Guy’s Guide seri...
Monday, November 4, 13

This poster, almost done, was made in collaboration with with UCSF. You may download the file from ...
Monday, November 4, 13

Last, on November 12, 2013 we are launching the first in what will be an annual celebration of birt...
Thank you.

Lawrence Swiader
lswiader@thenc.org
202-478-8574
Twitter: @lawrenceswiader

The National Campaign to Prevent T...
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Bedsider at the EC Jamboree, Re-Branding Birth Control

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This presentation, made at the 2013 EC Jamboree, focused on re-branding birth control through the sharing of content. The end of the presentation focuses on some new ways to share like a poster about emergency contraception produced in partnership with UCSF and the Thanks, Birth Control day - #thxbirthcontrol - on 11/12/13.

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Bedsider at the EC Jamboree, Re-Branding Birth Control

  1. 1. Bedsider: Re-branding Birth Control EC Jamboree October 21, 2013 Lawrence Swiader, The National Campaign to Prevent Teen and Unplanned Pregnancy The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Hi, I’m Lawrence Swiader, and I’m the Senior Director of Digital Media at The National Campaign. I’m delighted to have this opportunity to give you a tour of the Bedsider birth control support network. But I know that I’m the only thing standing between you and the cocktail hour, so I’ll make it quick. How many of you have heard of Bedsider?
  2. 2. Great Question. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 I was asked by the great museum thinker, Mike Edson, this question at a conference session we did together. That question, and my answer--which you can guess was a resounding no-frames my presentation today.
  3. 3. What the %$#& is going on out there? The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Bedsider was created to address the significant problem with unplanned pregnancy in the U.S, especially among young single people in their 20s. Seven in ten pregnancies to single women aged 18 to 29 are unplanned. This is the case even though most people think pregnancies should be planned AND Most people also say it’s important to them to avoid pregnancy in their lives right now BUT Among those having sex and not trying to get pregnant: 19% use no contraception at all and 24% use it inconsistently. [Intentions don’t match behavior] AND Among those who say it’s very important to avoid pregnancy now, 34% say it’s likely they’ll have unprotected sex in near future With this as the situation The National Campaign in the late summer of 2008 started to look closely at the reasons that people weren’t getting BC right so we could reduce the number of unplanned pregnancies. What were the reasons--beyond cost and access to BC--for the failure?
  4. 4. Tone Fail. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 We started our research by taking a look at what's what’s out there now. And the state of sexual health and behavior change is not pretty. What does this any of this have to do with sex? The answer is: Not very much at all. [And why do the people with vaginitis look so happy?]
  5. 5. The birth of Bedsider. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 With Bedsider, we’ve tried to address the real issues and hurdles that women face at every stage, and give them tools they can actually use to stick with their plans to not get pregnant before they’re ready. Part of it is education, for sure. But it’s education in a voice that makes sense and comes from the POV of the women we’re speaking to. Goals: (1) take the fear and mystery out of birth control, (2) help women find the method of birth control that’s right for them, (3) help them understand  how to use it consistently and effectively, and (4) to gradually encourage women to consider using more effective forms of birth control over time.
  6. 6. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Here’s one view of the Bedsider home page. You can see at the bottom the link to real stories, where you can compare methods by watching videos of real women, talking about both the good and the bad aspects of birth control. So you’re able to choose a method by identifying with a real person, not a medical object.
  7. 7. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 This is a shot of the method explorer. Our goal was to demystify the objects. What does an implant look like? Nobody actually knows!
  8. 8. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Part of the EC detail page on Bedsider.
  9. 9. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Knowing that we can’t be all things to all people, the Method Explorer is shared via an RSS feed to allow partners to add their own branding and to customize for a local audience.
  10. 10. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Another example.
  11. 11. Mobile Web. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 A view of the method explorer on our mobile web site.
  12. 12. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 The Where to Get It section is a comprehensive clinic look-up for reproductive health representing a number of national data sets--and we are adding to it constantly.
  13. 13. Fact or Fiction. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Here’s an example of one of our 24 Fact or Fiction videos. These animations tackle popular myths like, you can’t get pregnant if you have sex during your period, or if you have sex in a hot tub. The one you see depicted tackles the myth that men can’t buy lady products like EC. All the videos end with a doctor debunking the myth. This is also an example of my goal to create once and produce everywhere. These videos are also found on YouTube, on many college TV stations running as a PSA, on Navy ships, and on MTV’s site IYSL.
  14. 14. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 It’s Your Sex Life sharing FoF content.
  15. 15. Ad Council: the ultimate in sharing The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 I’ll finish with our work with The Ad Council--maybe the ultimate sharing model. With its ad agency partners they got us pro-bono creative services to create TV, radio, print, and web ads. Then, they ask TV, radio, web, and print outlets to donate their time and space for the ads. The result has been millions of dollars worth of nationwide exposure.
  16. 16. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 This ad does a great job of reflecting the values of the Bedsider program.
  17. 17. Does It Work? The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 The truth is that we don’t know if it works yet. Over the next two years our emphasis will be placed on understanding Bedsider’s effects. Early results from a year-long study are very good. Since the November 2011 launch Bedsider has had nearly 4 million visits. Bottom line: We approach all the content we create with an eye towards sharing to support the entire reproductive health community so that in the end, it doesn’t matter who completes our mission--only that it is completed. That’s truly re-branding birth control. So with sharing in mind, I’d like to show you some more content that you can use. First, EC video from Guy’s Guide.
  18. 18. The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Latest video in our Guy’s Guide series on EC.
  19. 19. Monday, November 4, 13 This poster, almost done, was made in collaboration with with UCSF. You may download the file from providers.bedsider.org and print it yourself at two sizes--8 1/2 x 11” or 16 x 24”. UCSF will be distributing hard copies of the poster as will Bedsider through the Providers site. All you need to do is sign up.
  20. 20. Monday, November 4, 13 Last, on November 12, 2013 we are launching the first in what will be an annual celebration of birth control. It’s a day to say “Thanks, Birth Control.” All you need to do to participate is use the hashtag on a social media channel like Twitter. And this is a chance to make EC a part of the birth control conversation. Tweet whatever you like and include the hashtag. Need content? Well, Bedsider’s got you covered. Go to the site starting November 5 to take one of the digital postcards to share. There are many themes and many ways to say thanks representing in the cards.
  21. 21. Thank you. Lawrence Swiader lswiader@thenc.org 202-478-8574 Twitter: @lawrenceswiader The National Campaign to Prevent Teen and Unplanned Pregnancy Monday, November 4, 13 Thank you.

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