Until You're Ready, Avoid the Stork

We flipped the script on public health messaging by using humor to spark real conversations around contraception. Instead of sounding clinical or judgmental, we reimagined the stork as something to avoid—at least until you’re ready.

To reach young women in their everyday lives, we launched a surround-sound campaign that showed up everywhere: from campus napkins and coasters to stork-costumed teams at county fairs, NASCAR races, and concerts. An interactive website and targeted media rounded out the mix.

The results? Statewide awareness hit 72%, with 97% awareness on college campuses. Website visits topped 45,000, and giveaway items reached nearly 870,000. More importantly, the campaign moved the needle on behavior—boosting intentions, partner conversations, and actual contraceptive use.

Client: The Iowa Initiative to Reduce Unintended Pregnancies
Agency: Worldways Social Marketing
Role: Associate Creative Director, leading a team of 6