Over the past few weeks, Milwaukee teens have seen and and heard promo after promo for the horror film 2028. There’s blood, screaming, creepy lighting, gravelly voice-over, the works. Over time, though, it became clear that these weren’t trailers for a movie, they were trailers for YOUR LIFE. Your life, that is, if you’re young and knocked up. While the first round of previews ended with “in theaters January,” subsequent edits closed on the following message: “Get pregnant as a teen and the next 18 years could be the hardest of your life.” Then, a Web address flashes on screen: BabyCanWait.com. Oh, snap!
According to Broadsheet, this is just one of at least 15 anti-teen pregnancy campaigns presented by the United Way’s Healthy Girls program in Milwaukee. “Past print ads included images of teen boys with pregnant bellies and a baby diaper with a brown “scratch-‘n’-sniff” spot. The ads’ creator says the aim is to offer a contrast to high-profile young mothers like Jamie Lynn Spears and “deglamorize” teen pregnancy…and credits the decline in the state’s teen pregnancy rate in part to their “aggressive and provocative” approach.” Note: BabyCanWait.com provides information about contraception and STD’s. This is not an abstinence-only campaign.
But, as Broadsheet’s Tracy Clark-Flory asks, “Are these shock-and-awe tactics the best way to reach kids?” While I sympathize with the goal, and appreciate the clear and creative commitment to it, something about the trailer didn’t sit well with me.
For one thing, horror movies are “glamorous,” too. (Older) teens — and women — like Saw, say. Not saying it’s aspirational, but the genre itself is seen as a double-dog-dare lark, not a cautionary tale about (say) losing your virginity at summer ca — REE! REE! REE! You know? So there’s that.
There’s also something about it that contributes to an ugly stigma. Teen mothers as screaming bloody victims. The baby as some sort of evil spawn. Or something like that. Ick. Not helpful.
Finally, I don’t think kids are running around getting (people) pregnant because Bristol and Jamie Lynn made it look so, like, cute. Or even just because ADULTS ARE LYING TO THEM ABOUT BIRTH CONTROL, which they are. There are so many naive, misguided, melancholy, ironic reasons that teens want to get pregnant, be parents. They’ve seen their sisters and brothers and friends do it. And it’s hard hard hard. But — based on what’s become normal to them — it’s not a horrorshow. I’m not sure you can convince them it is in a one-minute trailer when the rest of their life says otherwise.
See for yourself. What do you think?