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."
- Download Focus Group Research Report (.pdf document, requires Acrobat Reader)
- View "Two Words" poster
Contact DeborahM.Harris@vdh.virginia.gov
109 Governor Street, 8th Floor West
Richmond, VA 23219
Phone: (804) 864-7770
FAX: (804) 864-7771
