This document discusses teenage pregnancy in Colombia. It notes that teenage pregnancy is common in Colombia and many teenagers are satisfied living day to day without plans for the future. The objectives are to change perceptions of teenage pregnancy and encourage preventative practices. The proposed solution is to create spaces showing teenagers what their future could look like in the year 2025 if they pursue different careers or opportunities. These spaces in schools and parks would allow teenagers to "become" different future versions of themselves. The goal is to encourage teenagers to think beyond day to day living and consider their future. A proposed budget and marketing plan incorporates television, radio, internet and outdoor advertising to promote the initiative over 12 months.

1. COLOMBIA
A Country where we have learnt that somehow you will
survive.
A Country where teenage pregnancy is common.

2. Objectives
• Achieve a different perception about pregnancy
in teenagers.
• Encourage preventive practices on adolescent
pregnancy, make a positive social change to
prevent it.

3. So... the problem definitely is
Perception
57% of low income teenagers are satisfied with their lifestyle.
63% don’t have plans to go abroad.
In Colombia, people got used
to live day by day
Source: TGI COLOMBIA 2011

4. A Costume that is Inherit
Colombian teenagers are
only interested in living
TODAY, because they have
the certainty that
TOMORROW will be the
Same.

5. CONSUMER INSIGHT
“It is not that bad to have a child
TODAY, because I know
TOMORROW will be the same”

6. GOLDEN CIRCLE
Remove the Colombian
WHAT? custom of living day by day
HOW? Creating a space forward in time
WHY? Because... who did not want, in their
teen age to be forward in time to be
older?

7. BIG IDEA
BRING TOMORROW, TODAY!
Showing our cities from 2.025 perspective
in 2.011
Inside large spaces around
the country like a fair.

8. BIG IDEA
We are going to have spaces in Schools, parks and community, where we can
show them who they can be tomorrow.
Large Spaces for a 2025 Imagine your everyday
Fair School turn into a
University (2025).
They are going to be asked about their likes, afterwards each
of them will be someone in that very moment and space;
depending on their answers they could be doctors, lawyers,
football players, to sum up, infinte options.

9. MEDIA
According to their media consumption
NATIONAL AND
LOCAL TV OUT OF HOME
91% Aff 99 93% Aff 102
INTERNET RADIO
64% Aff 142 76% Aff 113
Source: TGI COLOMBIA 2011

10. FLOW CHART
MONTH
MEDIA 1 2 3 4 5 6 7 8 9 10 11 12 BUDGET
Millions
BTL ACTIVITIES 400
NATIONAL AND LOCAL TV 200
NATIONAL TV PR 0
OUT OF HOME 150
RADIO 100
RADIO PR 0
INTERNET 150
SOCIAL MEDIA 0
1.000

11. “MAKE EVERY DAY WORTH OF
LIVING”