Teen dating violence (TDV) is a serious public health problem in the U.S. with both immediate and long-term health, social, and economic consequences. Due to concentrated poverty, lack of resources, and exposure to community violence, high-risk, urban youth may be at an increased risk of TDV. On behalf of CDC, Ogilvy created a campaign to help empower youth to have healthy relationships before they start dating. Because if youth learn the basics now, they have a foundation for healthy relationships as adults.
To promote respectful, nonviolent dating relationships, its critical that the program use authentic messages and messengers. Extensive research, including focus groups, workshops, and spending time with teens in their environment allowed us to better understand their values, language, and interactions.
Starting with the program name, look, and carefully crafted phrases, we assembled a vernacular that tested true. This approach was applied to all aspects of the program, including non-traditional tools such as origami fortune tellers, posters, sticker sets, social media components, and animated video series.
While still early in the program, i2i has already been recognized by the National Health Information Awards as the gold award winner in the Total health Information Program category.