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By far the most dramatic example of 3Rs impact at the community level has come from Oregon, where, since 2000, Advocates has assisted Planned Parenthood of Southwestern Oregon (PPSO) in implementing the first regional Rights. Respect. Responsibility.® Campaign. The partnership between PPSO and Advocates reflects the model that the two organizations have in mind for moving the 3Rs framework forward: providing resources and technical assistance to a local or state organization that takes the vision and beliefs, educates and obtains buy-in from the organization’s staff and board members, and then works with key members of the community to adapt it for local use. Through such a process—as illustrated by the Oregon case study—communities can transform the way they view and address adolescent sexuality, leading ultimately to better public health outcomes. 3Rs in Oregon: History From 1979 1999, Planned Parenthood of Southwestern Oregon (PPSO) had been successful in helping to reduce the unintended teen pregnancy rate in Southwestern Oregon by 50% during the last 20 years. This was in large part due to the fact that the organization, with a dramatic increase in government family planning funding, opened several new clinics, extended the hours of its existing clinics, and ramped up its outreach activities. As a result, staff estimate that by the late 1990s, the organization had reached 20,000 teens—or nearly all of the young people in the area—with critical information to help them protect their reproductive and sexual health.
Despite these successes, PPSO still felt that something was missing. Teen pregnancy rates had dropped dramatically and many more teens were educated about methods of prevention. Lacking, however, was a vehicle that allowed the organization to reach out to the broader community and begin a conversation about adolescent sexuality that moves beyond condoms, teen pregnancy, and abortion and supports social change. In 2000, PPSO’s Education Director, Mary Gossart, attended a conference during which keynote speaker Barbara Huberman introduced the 3Rs Campaign, and asked how Oregonians could adapt these concepts for local use. Ms. Gossart saw in this model the conversation starter for which her organization had been searching and came away convinced that “we can do better” in Oregon.
Inspired by his colleague’s enthusiasm, PPSO’s CEO Bill Sheppard attended the 2000 EST, worked with Ms. Gossart to educate the organization’s board and staff on the European model and the 3Rs, and then invited Ms. Huberman back to Oregon to conduct a series of highly successful forums in six cities for a broad base of community leaders. The enthusiasm of PPSO’s leadership, plus the positive response to the forums, resulted in 16 Oregonians attending the 2001 EST. This group included PPSO staff, clergy, public health officials, medical professionals, youth, and educators from around the state. Upon its return, the “Oregon Team” shared what they had learned with others and reached out to other community leaders, policy makers, religious leaders, health and education specialists, family services providers, educators, parents, and youth themselves. To date, 31 Oregonians have participated in the EST.
From the beginning, PPSO was clear that adapting the 3Rs for use in Oregon would be a long-term endeavor that would require patience and the steady and significant commitment of resources. Much like Advocates’ 3Rs work at the national level, PPSO’s long-term objective of this work is to reframe the debate around adolescent sexual health so that the focus is on government, clergy, parents, and the media working with—not against—adolescents to safeguard young people’s reproductive and sexual health. 3Rs in Oregon: Results of the Effort Since Planned Parenthood of Southwestern Oregon (PPSO) began its work with the 3Rs, it has quite literally been transformed as an organization, which has allowed it to affect substantial change in the surrounding community and at the state and regional levels. With strong support from private funders, its board, and the national Planned Parenthood office, PPSO has made great strides in the last three years toward fostering a climate that supports the organization’s long-term goal of reducing teen pregnancy rates in Oregon. Accomplishments include: - Working with education officials, clergy members, and other key community leaders in Eugene to lobby successfully for the school board’s adoption of the Our Whole Lives comprehensive sex education curriculum for use in the city’s public schools. The curriculum reaches 21,000 youth per year.
- Developing leadership forums, trainings, and materials to empower clergy to bring the 3Rs into their congregations in a manner consistent with the churches’ beliefs. Clergy and religious leaders from 74 diverse faiths have participated in these forums, and have engaged in activities such as endorsing comprehensive sexuality education, written pastoral letters in support of healthy sexuality, and delivering 3Rs-friendly sermons.
- Publishing a report, We Can Do Better, which was sent to the Governor, state and local policy makers, family and youth services administrators, and educational leaders. The report offered an analysis of European adolescent sexual health policies and programs, a discussion of how they differ in the U.S. and Oregon, and recommendations to improve adolescent sexual health in Oregon. As a result, state-level leaders have explored the ways in which the 3Rs can be incorporated into Oregon’s action agenda on teen pregnancy prevention.
- Securing the public endorsement of the 3Rs by both Governor Ted Kulongoski and Portland Mayor Vera Katz. The Governor worked with PPSO to create a public service announcement (PSA) for use with community groups and at conferences. In this PSA, which was aired in Southwestern Oregon, the Governor explains:
“Keeping teens in school and preparing them for work or college requires more than helping them avoid risky behavior. We need to help young people make healthy decisions. That’s why I support the Rights.Respect.Responsibility.® Initiative. The 3Rs improve communication between parents and their children about sexual issues – while promoting comprehensive sex education and access to health services – all of which help young people make more responsible, safe, and well-informed decisions about their sexual behavior.” - Working with local organizations to tailor 3Rs programs for parents’ groups as well as for Hispanic and HIV-positive communities.
- Launching a Web site, www.New3Rs.info.
- Establishing an award-winning Teen Theater that has evolved into a dedicated and highly effective vehicle for communicating the 3Rs philosophy to both young people and adults throughout the state. In 2003 alone, the Teen Theater group delivered 32 performances that reached over 5,300 people with information about health sexuality.
- Convening a series of Town Hall Forums that have given youth a chance to educate adults on the realities that face youth today: sexual pressures, decisions, and their need for respect, recognition, accurate information, access to services and honest conversation about sex.
- Holding three successful media-related forums with over 600 mass media professionals, public health professionals, and policy makers to examine the power of media partnerships in supporting a concept of positive adolescent sexuality. Professionals from Germany, France, and Advocates for Youth showcased effective campaigns that are thoughtful, well-researched, entertaining, and responsive to public need.
- Producing a pilot television advertising campaign in collaboration with the Jackson County Health Department. The campaign—consisting of two public service ads—first aired in Southern Oregon in September 2003, and was aimed at both teens and parents. The ads promote parent-child communication and responsible condom use for sexually active youth.
- Organizing and training a group of parent advocates in Southern Oregon to lobby their school boards for comprehensive sexuality education.
- Providing assistance to organizations in other states who have contacted PPSO, requesting support in introducing 3Rs to their own communities.
During the process of developing and implementing each of these activities, Advocates for Youth provided PPSO with technical assistance, resources, and support. This assistance included the provision of 3Rs materials, public speaking engagements, and ongoing phone and email contact to respond to challenges as they arose.
In all, more than 20,000 Oregonians have participated in Rights.Respect.Responsibility.® events. These individuals have expressed great support for adapting western Europe’s successful strategies to fit the needs of their state. As a result, Oregon is being seen as a nationwide leader in advocating for the sexual health of young people.
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