Will this campaign work? Other cities have seen success with shock advertising on teen pregnancy. Kelly Baden points out that Milwaukee saw a big drop in its teen pregnancy rate after a wide-ranging prevention campaign that included some more unusual bus shelter advertisements (one, under the guise of offering free ring tones, actually connected callers with the sound of a baby crying and an anti-pregnancy message.)
At the same time, with ads like these, researchers tend to worry about the potential stigma they might bring to teen parents. This has been true with anti-obesity advertising, such as a recent campaign in Georgia that, much like these new ads, had researchers questioning whether the line had been crossed.