Let’s Talk Case study · Adolescent Health Campaign
SKYE Project
Fulton County Board of Health
A five-year communications engagement that grew from an annual teen pregnancy prevention campaign into a broader adolescent health platform—combining strategy, creative, media, community outreach, and measurement.
IndustryPublic health
Partnership2022–2026
RoleEmbedded communications support
01
The challenge
Keep a critical health message relevant year after year.
Fulton County Board of Health needed more than a seasonal media push. The work had to speak directly to young people, give families useful tools, equip community partners, and remain accurate and responsible across every format.
Over time, the communications challenge evolved. Protect What’s Next began with teen pregnancy prevention and expanded into a more holistic message about mental, physical, and emotional well-being—while youth media habits, platform policies, and creative expectations continued to change.
02
Strategy
Build a campaign platform strong enough to evolve.
Pocket PR Plus developed a repeatable communications system with a clear central promise, audience-specific messaging, flexible creative formats, partner-ready resources, and media recommendations grounded in how young people actually consume content.
Teens
Direct, relatable messaging about choices, health, goals, and the future—built for youth attention and media habits.
Young adults
Relevant information and accessible resources for audiences navigating greater health independence.
Parents + caregivers
Practical tools for starting real conversations, building trust, and supporting healthier decisions.
Community partners
Ready-to-share resources that extended campaign reach through schools, events, programs, and stakeholder networks.
03
Selected tactics
Five years of strategy translated into a full communications ecosystem.
The engagement extended well beyond paid advertising. Pocket PR Plus supported the campaign from message development and production through community activation, placement, reporting, and year-over-year refinement.
Annual Campaign StrategyMulti-year planning that kept Protect What’s Next current while maintaining a recognizable central promise
Campaign EvolutionA strategic shift from teen pregnancy prevention toward holistic adolescent health, positive choices, and future readiness
Youth-Centered CreativeOriginal photography, video production, storyboards, static ads, reels, shorts, and vertical creative featuring relatable youth voices
Multi-Channel MediaTargeted placements across Meta, YouTube, Snapchat, radio, and cinema—adapted as platform rules and teen habits changed
Content EcosystemSocial captions, newsletters, messaging frameworks, and direct calls to action connecting audiences with health resources
Collateral SystemBrochures, fact sheets, resource guides, posters, banners, flyers, and family-planning clinic materials
Partner + Event SupportToolkits and promotional communications for schools, community partners, movie takeovers, SKYE summits, and parent sessions
Analytics + OptimizationAnnual performance reporting used to refine platform selection, creative formats, audience pathways, and campaign recommendations
04
Selected work
A look at the work.
The work extended from youth-facing campaign creative to family resources—giving each audience a relevant entry point into the same health platform.
Protect What’s Next
Youth-centered creative made the campaign promise immediate, optimistic, and relevant to the choices young people make now.
Platform-ready assets
A flexible visual system supported paid and organic placements across the channels teens were already using.
Parent communication
Practical, partner-ready materials expanded the campaign beyond youth media and helped families start meaningful conversations.
05
The results
Long-term continuity with measurable digital performance.
By 2025, Protect What’s Next had reached its fourth consecutive campaign year. That year’s media generated 146,481 people reached on Meta, 518,971 YouTube impressions, and 123,369 Snapchat impressions.
Across the three platforms, the campaign produced more than 10,000 destination clicks. Click-throughs increased across all platforms, and the return to Snapchat strengthened visibility and engagement. The work continued into 2026 with expanded audience messaging, family communications, short-form video, newsletters, community promotion, and media support.
06
What the work demonstrates
Long-term clients need evolution, not repetition.
Sustaining a public-health campaign requires an agency to preserve what audiences recognize while continually updating the message, creative, channels, and measurement strategy.
- A strong campaign platform can expand as the organization’s priorities evolve.
- Annual analytics should shape the next media mix—not simply document the last one.
- Consistent strategy across creative, collateral, events, and media builds institutional communications capacity.
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