Twofour creates memorable media to support national campaigns. The Rocket Science Group, part of Twofour, created a hard-hitting viral to inspire change.

NHS Leicester City asked The Rocket Science Group, part of Twofour, create a campaign to warn teens of pregnancy. An innovative solution was required as traditional campaigns were not reaching the target audience and they needed an approach to create an impact and lasting effect.

Garo Berberian, Executive Producer, lead the campaign, drawing on his experience in producing impactful campaigns that inspire change in behaviour in difficult-to-reach target audiences.

In depth research and focus groups were carried out to explore teenagers’ online habits, relationships with social media and asked them what kind of approach would affect them the most and change their behaviour.

We discovered that current methods of advertising are often patronising and young people react best to shocking and memorable media. Therefore, an innovative solution was born which defied traditional methods of educating young people on the risks of teenage pregnancy.

We suggested a bold and memorable viral video for the initial impact, an online drama to reinforce the message, and a PR campaign to spread the word.

The campaign generated massive international and national media coverage with over a hundred published articles in 6 weeks and the viral reached 2 million hits in just two weeks. It is estimated to have reached 140 million people through exposure online, in the press, and on television. There was a 24% reduction in teenage pregnancies in Leicester following the campaign.