Mint - the magazine for Newcastle girls


This was one of Jane's favourite projects from her years at Newcastle City Council. She and her team were asked to find a way to communicate with young women at high risk of teenage pregnancy about the realities of teenage motherhood and how to access the contraceptive options on offer.


They came up with a magazine modelled on popular teen / celebrity magazines that communicated in a lively and accessible way and used a competition to build a database of contacts.


Mint was popular with its target audience: the competition had the highest response rate of any run at the council and, after a follow-up sign up your mates flyer, the team had the contact details of over 250 young women in the teenage pregnancy hotspot areas. Mint was also named Publication of the Year at the CIPR North-East Awards in 2008.

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