"BabyURMine" was selected as the public awareness campaign's name, reflecting the emphasis on young people as the key audience. The campaign featured a combination of electronic and print marketing and communications proven effective with the demographic groups listed above. In addition to the traditional communications, such as television advertising, billboards, and bus signs, the BabyURMine campaign included a variety of innovative communications channels aimed specifically at young women who are constantly connected, via cell phone, texting, or Internet. It also included an outreach campaign to "trusted" advisors in communities with large numbers of Hispanic and African American teens, including pastors and clergy, high school counselors, and high school nurses.