The National Campaign to Prevent Teen and Unplanned Pregnancy approached IDEO with a daunting challenge: reduce the number of unplanned pregnancies in the U.S. for women between the ages of 18 and 29. In other words: try and alter one of nature’s most powerful urges. Given the tension between today’s media-driven culture, religious mores, and biological imperatives, the project called for delicate and persuasive storytelling. The lesson: translating stories into high-impact messages—with the weight required to modify behavior—requires precisely the right tone.

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