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A social marketing campaign has been developed to reinforce the benefits of waiting until marriage to have children.

Focus group research was conducted to ascertain 18-29 year-olds' attitudes and beliefs regarding marriage, abstinence until marriage and children. The purpose of the research was to guide VDH and its contractors in developing a social marketing campaign that will resonate with our target audience.

A television PSA with an accompanying poster was developed and test-marketed in the Central Virginia region from September – November 2001. Follow-up survey research was conducted to assess target audience awareness of the campaign. The campaign graphics will be redeveloped based on responses.

The campaign is entitled: "Two Words…I Do," and connects having children with marriage. It also has a tag-line: "Marriage first…the thing to do."



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Contact DeborahM.Harris@vdh.virginia.gov
109 Governor Street, 8th Floor West
Richmond, VA 23219

Phone: (804) 864-7770
FAX: (804) 864-7771

 

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Last Updated: 05-12-2008

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