Arizona Department of Health Services: Teen Pregnancy Prevention Campaign
Despite the success of National Campaign to Prevent Teen Pregnancy in reducing pregnancy and abortion rates, Arizona still had a teen pregnancy rate of 23%, the second highest in the nation. The Arizona Department of Health Services and Moses Anshell collaborated to develop a targeted campaign to educate low income Hispanic females 14-17, males 16-25, and their parents on how to be responsible when faced with the choice to engage in sexual activity.

Insights from research found that teens perceived pregnancy prevention messages to be too "preachy" and out-of-touch with the lifestyle and challenges faced by today’s typical teenager. Teens were essentially developing their own form of communication, using high-tech gadgets and messages of individualistic, self-expression in order to get their voices heard as well as work through the lack of mutual and self-respect present in their relationships. Moses Anshell’s solution: Commission teens to write poetry slams, a form of urban self-expression developed and dominated by teens, letting the target know its okay to "Respect Yourself".

Media reached teens in their own environments using their own devices - at the mall, outdoor, online, cell phones, ring tones, TV, radio, as well as guerilla, film contests and brand sponsorships. Within three months, the campaign had over 22 million impressions.