Kaiser Family Foundation (KFF)

Extending a PSA using social media

Problem

The organization wanted to provide a place online where teens could discuss the most pressing issues facing them today.  However, little was known about the type of tools they needed

Plan

Conduct exploratory focus groups on a shoestring budget to understand how teens deal with issues related to sex, alcohol, drugs, smoking, body image, and depression

Results

A dialogue with teens empowered KFF’s Marketing Department to make better communication decisions and extend the Pause Campaign to MySpace