Maine Coalition On Adolescent Pregnancy

1. Maine Coalition On Adolescent Pregnancy A Case Study Presentation

2. Preadolescent Pregnancy:A Market Segmentation Perspective By George Miaoulis, Jr. Ph.D.

3. It All Started With A Phone Call From A Student ...

4. It All Started With A Phone Call From A Student ... • Phyllis was the maternal and child health coordinator at Community Health Services in Portland, Maine

5. It All Started With A Phone Call From A Student ... • Phyllis was the maternal and child health coordinator at Community Health Services in Portland, Maine • She told me about “the coalition” - 56 pro-life and pro-choice organizations - coming together to address preadolescent pregnancy

6. It All Started With A Phone Call From A Student ... • Phyllis was the maternal and child health coordinator at Community Health Services in Portland, Maine • She told me about “the coalition” - 56 pro-life and pro-choice organizations - to address preadolescent pregnancy • “We need an advertising program”

7. Meeting With The Coalition • I explained we would need to know what was “in the heads” of the children before we could design an advertising program

8. Meeting With The Coalition ... • I explained we would need to know what was “in the heads” of the children before we could design an advertising program • No Coalition Member could describe the preadolescent’s attitudes, perceptions, knowledge base, and sexual behaviors

9. Meeting With The Coalition ... • I explained we would need to know what was “in the heads” of the children before we could design an advertising program • No Coalition Member could describe the preadolescent’s attitudes, perceptions, knowledge base, and sexual behaviors • I recommended data be collected before developing an “advertising program”

10. No Money For Research • State of Maine had initially granted $50,000 for the advertising program

11. No Money For Research • State of Maine had initially granted $50,000 for the advertising program • The Coalition was able to have the $16,000 reallocated for primary research - not enough to meet the project’s research needs

12. No Money For Research • State of Maine had initially granted $50,000 for the advertising program • The Coalition was able to have the $16,000 reallocated for primary research - not enough to meet the project’s research needs • A creative applied research strategy had to be developed - low cost, while providing practical and useful planning information

13. Research Methodology Step 1 - Coalition Expertise - began by using the expertise of the professionals in the coalition • Task force of 13 diverse professionals met weekly • Goal was to develop preadolescent profiles also known as benefit segments

14. Benefits Segmentation Identifies Positive Reasons / Rewards For Behaviors In This Case The Behavior of Sexual Activity / Becoming Pregnant

15. Research Methodology Step 1 - Coalition Expertise - began by using the expertise of the professionals in the coalition • A modified nominal group technique was used • Eleven preadolescent profiles / benefits segments (reasons) were identified

16. Research Methodology Step 2 - Statewide Expert Panel - reviewed the 11 benefit segments identified • Educators, therapists, physicians, direct service providers • They evaluated for validity, appropriateness, & internal consistency of the benefits segments • Significant feedback was obtained and used in step 4 - segment identification

17. Research Methodology Step 3 - Field Research With Preadolescents • 37 in-depth interviews were conducted • 19 girls and 18 boys - 10, 11, 12, 13 year olds • Cross section of socio-economic demographics • Urban / rural mix • Positive and negative (at risk) behaviors • One hour long interviews by two “young looking” female and male graduate students

18. Research Methodology Step 4 - Task Force Identifies Benefit Segments Coalition Task Force analyzes all of the data • Initial 11 benefit segments • Expert panel member opinions • In-depth interviews

19. Research Methodology Step 4 - Task Force Identifies Benefit Segments Coalition Task Force analyzes all of the data • Initial 11 benefit segments • Expert panel member opinions • In-depth interviews 16 preadolescent profiles / benefit segments emerged - that is 16 reasons for sexual activity / becoming pregnant

20. Overview of Analysis Variables Benefit The underlying psychological motivations that preadolescents seek to satisfy through sexual behavior / becoming pregnant

21. Overview of Eight Analysis Variables Benefit The underlying psychological motivations that preadolescents seek to satisfy through sexual behavior / becoming pregnant Category Beliefs The manner in which the benefits are operationalized , for example, some people believe all gasoline is the same ...

22. Overview of Analysis Variables Emotional Vulnerability A state of being that contributes to: • sexual activity, • a willingness to engage in sexual activity, and • reducing the barriers to sexual activity

23. Overview of Analysis Variables Emotional Vulnerability A state of being that contributes to: • sexual activity, • a willingness to engage in sexual activity, and • reducing the barriers to sexual activity Low EVmeans current state does not contribute to sexual activity; barriers are present High EVmeans current state does contribute to sexual activity; barriers are not present

24. Overview of Analysis Variables Accurate Sexual Knowledge Low accurate sexual knowledge means there is an absence of correct information / understanding High accurate sexual knowledge means there is correct information / understanding

25. Overview of Analysis Variables Sexual Activity Level 1 - hugging, kissing, in public rather than private Level 2 - above plus petting, fondling, private display of sexual activity Level 3 - above plus oral sex, intercourse, and other forms of penetration

26. Overview of Analysis Variables Birth Control Views and Usage Low - indicates no understanding and / or usage of birth control High - indicates some understanding and / or variable use of birth control

27. Overview of Analysis Variables Primary Influences The personal and impersonal channels of communication that are present and have potential to influence the values, beliefs, and behavior of preadolescents

28. Overview of Analysis Variables Characterization A description of demographic, family, environmental, and behavioral factors designed to identify the life context of the pre and early adolescent (10, 11, 12, and 13 year olds)

29. What Did We Find?

30. A Continuum of Motivations ... • 16 profiles or benefit segments - motivations - for having or not having sexual activity and / or becoming pregnant

31. A Continuum of Motivations ... • 16 profiles or benefit segments - motivations - for having or not having sexual activity and / or becoming pregnant • Five clusters of these 16 segments which provide the basis for strategy development

32. A Continuum of Motivations ... • 16 benefit segments - motivations - for having or not having sexual activity and / or becoming pregnant • Five clusters of these 16 segments which provide the basis for strategy development • Clear findings that “one advertising campaign” could not accomplish the goal

33. Cluster 1 - Just Kids The common benefit sought by these four segments is adult approval by modeling the values and opinions of family, teachers, etc. • Goal oriented • Just kids • Approval seekers • Innocents

34. Cluster 2 - Problem / Solution The members of these segments are seeking solutions to problems they cannot solve themselves - they are seeking an emotional relationship • Avengers • Security seekers • Runaways • Escapists • Bail-outs

35. Cluster 3 - Baby Seekers Members of this cluster are seeking pregnancy and babies as a means of gaining love and seeking adult status • Mother’s daughters • Love seekers • Rite of passage • Baby producers

36. Cluster 4 - Ego Mania Primary male segments seeking self and sexual identity - they have fragile personalities and seek male recognition • Thrill seekers • Macho males

37. Cluster 5 - Controllers One segment of males averaging 26.5 years (in Maine) - they have significant impact on preadolescent girls who are easy to control - they are often responsible for impregnating several adolescents / preadolescents

38. An “Advertising Campaign” Won’t Work Multi-level Strategy Recommended

39. Cluster 1 - Just Kids Media Strategy • Largest group of preadolescents - 60 - 70% • Reinforcing family values and prevention • Building preadolescent / parent communication • Open to parent / teacher / adult influence • Teach adults to communicate their positive values

40. Cluster 2 - Problem / Solution Local Intervention and Media Strategy • Lack problem solving skills and positive family influence • Can be identified by schools and community resources • One-on-one interventions were recommended - will respond to peer influence • Stress self-esteem, emotional security, lifestyle

41. Cluster 3 - Baby Seekers Local Intervention and Latency Age Education • Preadolescents from dysfunction / poverty • Seek baby to achieve love / adulthood • Can be identified by schools and community resources • Need for short term, one-on-one intervention • Long term solution is latency age education • Regional strategy workshops for providers

42. Cluster 4 - Ego Mania Local Intervention and Media Strategy • Preadolescents seeking self and sexual identify • Fragile personalities, male-dominated segments • Achievement focused - need positive role models • Regional strategy workshops for providers

43. Cluster 5 - Controllers Multi-Agency Strategy • Beyond Coalition’s mission and resources • Significant impact on female preadolescents • Long term strategy needed to address dysfunctional family issues • Statewide agency advocacy needed

44. What Happened? • State of Maine accepted recommendations - funding for Coalition of $ 150,000

45. What Happened? • State of Maine accepted recommendations - funding for Coalition of $ 150,000 • National conference held to disseminate findings - over 100 attendees - all U.S.

46. What Happened? • State of Maine accepted recommendations - funding for Coalition of $ 150,000 • National conference held to disseminate findings - over 100 attendees - all U.S. • Journal article published

47. What Happened? • State of Maine accepted recommendations - funding for Coalition of $ 150,000 • National conference held to disseminate findings - over 100 attendees - all U.S. • Journal article published • NBC Today Show contact for possible spot

48. What Happened? • State of Maine accepted recommendations - funding for Coalition of $ 150,000 • National conference held to disseminate findings - over 100 attendees - all U.S. • Journal article published • NBC Today Show contact for possible spot • Funding withdrawn by new administration

49. Questions / Discussion

50. Thank You