Trussell J, Bull J, Koenig J, Bass M, Allina A, Gamble V N
Woodrow Wilson School of Public and International Affairs, Princeton University, USA.
J Am Med Womens Assoc (1972). 1998;53(5 Suppl 2):247-50.
In 1997, the nonprofit Reproductive Health Technologies Project and the Office of Population Research at Princeton University, together with the communications firm Elgin DDB, planned and executed a mass media campaign to advertise the Emergency Contraception Hotline and more generally to further awareness of emergency contraception as a last chance means of pregnancy prevention in the United State. We produced a variety of public service announcements (PSAs) including television and radio spots in English and Spanish and several print versions adaptable for newspapers and magazines as well as outdoor settings such as billboards, transit shelters, and the sides of buses. Working with local coalitions, we succeeded in placing the PSAs free of charge in six pilot cities. We also generated coverage about the campaign in local and national news outlets. We chronicle the development of the media campaign, discuss the challenges and obstacles faced, and conclude with a review of the principal lessons learned.
1997年，非营利性的生殖健康技术项目组织与普林斯顿大学人口研究办公室，携手公关公司埃尔金恒美广告公司，策划并开展了一场大众媒体宣传活动，旨在为紧急避孕热线做广告，更广泛地提高美国人对紧急避孕作为一种最后的避孕方式的认识。我们制作了各种公共服务广告（PSA），包括英语和西班牙语的电视及广播广告，还有几个可用于报纸、杂志以及户外场所（如广告牌、公交候车亭和车身）的平面广告版本。我们与当地联盟合作，成功地在六个试点城市免费投放了这些公共服务广告。我们还在当地和全国新闻媒体上对该活动进行了报道。我们记录了媒体宣传活动的开展情况，讨论了所面临的挑战和障碍，并最后总结了主要经验教训。
