Define

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• Social Marketing: Formative Research towards Interventions in Teenage Pregnancy

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Our project for Wandsworth PCT and the COI saw Define working with ‘high risk’ girls around the issue of teenage pregnancy and its prevention. The respondent as confident co-creator of their own Social Marketing intervention – this was the aim of the research approach and design.

Wandsworth PTC has identified teenage pregnancy as a priority area where a Social Marketing approach could help. Our research sought to develop interventions and direction on communicating these interventions based on the creative ideas of the girls themselves.

Define used a range of methods to tackle the challenge including: online research using Facebook, workshops and peer-to-peer questionnaires where respondents became the researchers and spoke to their friends.

These methods built on each other over time to develop ideas in close collaboration with the girls and to increase the scope of the research from a small number of teenagers to their wider peer group. The insights generated allowed us to make recommendations that reflected the needs and priorities of a hard to reach group on a sensitive topic.