Stay Young. Stay Beautiful .

A campaign of awareness about Teenage Pregnancy

Frances Hansen
Eric Mauricio
Greyson Morgan
Priyanka Rana
Amritpal Singh
Tayyaba Tariq
Covergirl targets young women and promotes the application of
makeup at a young age; some start as young as ten years of age. By providing a
campaign of awareness, Stay Young. Stay Beautiful. Covergirl can have a
strong impact on this young and impressionable demographic. By educating
young girls about the risks, dangers, and costs of teenage pregnancy, along
with encouraging and establishing moral values that advocate that true beauty
comes from within, teenage girls in the Dallas area will have a better chance of
leading confident, enriched, and successful lives.

INTRODUCTION

Being a company in the cosmetics industry, we are very much concerned about the issue related
to the adolescent girls health. How hard it can be for a teenaged girl with a little knowledge about the
world, and finding out that she has to leave her career aside, and focus on raising a child! We realized
the need to give back our best to the community that is currently facing one of the worst issues in the
world Teen Pregnancy.

Based on the statistics of number of teen births in 2012 in the USA, there were 29.4 births for
every 1000 teenaged girls (hhs.gov). Looking more into details, it was clear that the problem is much
higher in Dallas/Texas area. In 2012, there were 44.4 births for every 1000 teenaged girls (the national)
in Texas. This statistic was an eye opener experience for Covergirl. The following figure shows the teen
birth rate among girls aged 15-19 by states.

It is noticeable that the teen pregnancy rate in Texas is among the tops in the United States of
America. In opposite, the rate is much lower in the northeast states. This indicated that we have a very
serious issue to deal with. Studying more confirmed that the majority of the teens who are getting
pregnant at early ages are Hispanics and African Americans (hhs.gov). As it is well known, Texas used
to be part of Mexico, the Hispanics population is much higher in Texas over the other states. We
realized that this fact contributed the most towards higher teen pregnancy rate in Texas. The following
chart shows the birth rates per 1000 females ages 15-19 by race/ethnicity for the period of 1990-2012.
Another fact that contributed the most towards the teen pregnancy problem is the abortion is banned in
the state of Texas (Nytimes.com). So that if a teen is pregnant by accident, she cannot choose to abort
her unwanted child.

The study shows that most of the children born from a teenaged mother are poor, sick and less
educated (sites.google). The main reason of this being true is a teenaged mother didnt get a chance to
concentrate on her career and earn enough money to support herself and her child. Also, it is definitely
not an age of being a mother, and take that much of responsibilities. The teenage pregnancy problem is
not only bad for the future of a child, but also it is considerably risky for the teenaged mother and her
baby.

Covergirl is a company whose main customers include women and mainly teenaged girls. This is
the opportunity for us to help our main customers by giving them back with the information that can
help them to make better decision for their lives. We realize the need to educate our teenaged customers
on this serious issue of teen pregnancy. As obvious, we have teenaged models that can communicate
with the same aged customers, and spread awareness towards this issue. As they share the same age
group, the message passed through this medium can have a better impact. Cause of our background of
dealing with teenaged customers closely, we are sure to add a positive step to solve this teen pregnancy
issue.


BACKGROUND

Given that teenage pregnancy is an alarming issue for parents and their community, our team
goal is to help teenage girls embrace a healthy lifestyle and the risks of teen pregnancy. In order for us to
reach the teenage girls we will like to sponsor an event for girls over ages of 11-17 years old. We feel
that if we start at young age we can help girls better understand what problems they will face if they
become pregnant or planned to become pregnant. The campaign slogan will be called Stay Young, Stay
Beautiful. We would start by selecting middle schools and high schools in the North Dallas area to
attend this event. The event will be hosted by the famous American brand of cosmetics Covergirl and by
the non-profit organization Girls for Change. Covergirl and Girls for Change will also provide
volunteers to host this event. One of our main locations for this event will be hosted at the Dallas
Galleria Mall in Dallas, TX. Girls for Change will provide a notable guest speaker to talk to the teenage
girls about the risk of teen pregnancy. While at the event our guest speaker will talk to the teenage girls
about the risks that follow with having a child at young age. Teenage girls will get to know others girl in
their community and share issues that the young teenage girls deal with everyday life.
At end of the presentation, Covergirl will have professional makeup artists providing free facials
and beauty tips for our young teenage girls for attending the event. Therefore after receiving their facials
and beauty tips from the makeup artists for the, Covergirl, will also provide a complimentary bag of
makeup products to the teenagers. We will keep these event family oriented, as Moms are welcome
come to this event. With providing this seminar to our young teenage girls, they can make the right
decisions in their young life.

Product Strategy: Covergirl is aiming to educate an impressionable audience of young girls, with a
short seminar during their school hours. Covergirl believes in empowering young women of today for a
better tomorrow. Flyers will be provided to the students outside the doors of where the seminar is being
held. The seminar will include a speech on how young girls of today need to focus on their futures as
well as the cost and responsibility that goes into having a baby at a young age. After the first speaker
finishes, another speaker will share an inspirational speech about their personal life story to motivate the
audience to achieve a better life for themselves and avoid getting pregnant at such a young age. After
Q&A wraps up, Covergirl makeup artist will distribute vouchers to the audience in attendance to come
to the mall for a complimentary makeover.

Promotion Strategy: When the students are walking into the auditorium, flyers will be passed out at the
door inviting them to head to the mall for a complimentary makeover. The flyers will also encourage the
audience to invite their friends out to the mall with them to receive a complimentary makeover. The
vouchers will provide a link to schedule an appointment for the complimentary makeover. The online
confirmations will help control the traffic expected for the event.

Public Promotion Strategy: The complimentary makeover station will be held publicly in the Galleria
Mall, on the 3
rd
level where a large majority of the stores young girls shop at will be on. Seminars for
the public on the issue of teen pregnancy will be held at 11AM and 12PM. In order for any mall
passerbys to partake in the complimentary makeover, they have to participate in the seminar given out.
Covergirl will provide snacks and drinks to the participants of the mall makeovers.

PROPOSAL AND PLAN

Snacks throughout the Event


Week
1
Friday 2:00 pm 2:15
pm
2:30 pm 2:50 pm 2:55 pm 3:00 pm
Kids to
Auditorium
Give
flyers
Speech
starts
Speech
ends
Q & As Pass out the
vouchers
Saturday 10:00 pm 11:00
pm
11:30 pm 12:00
pm
12:30 pm 1:00 pm
Set up Speech Make Over Speech MakeOver End Event
Snacks throughout the Event


Week
2
Friday 2:00 pm 2:15
pm
2:30 pm 2:50 pm 2:55 pm 3:00 pm
Kids to
Auditorium
Give
flyers
Speech
starts
Speech
ends
Q & As Pass out the
vouchers
Saturday 10:00 pm 11:00
pm
11:30 pm 12:00
pm
12:30 pm 1:00 pm
Set up Speech Make Over Speech MakeOver End Event
Snacks throughout the Event


Week
3
Friday 2:00 pm 2:15
pm
2:30 pm 2:50 pm 2:55 pm 3:00 pm
Kids to
Auditorium
Give
flyers
Speech
starts
Speech
ends
Q & As Pass out the
vouchers
Saturday 10:00 pm 11:00
pm
11:30 pm 12:00
pm
12:30 pm 1:00 pm
Set up Speech Make Over Speech MakeOver End Event
Snacks throughout the Event


Week
4
Friday 2:00 pm 2:15
pm
2:30 pm 2:50 pm 2:55 pm 3:00 pm
Kids to
Auditorium
Give
flyers
Speech
starts
Speech
ends
Q & As Pass out the
vouchers
Saturday 10:00 pm 11:00
pm
11:30 pm 12:00
pm
12:30 pm 1:00 pm
Set up Speech Make Over Speech MakeOver End Event

TIMETABLE FOR EVENT

STAFFING

For this project, the Covergirl Company will provide us with volunteers who will be hosting the
event. About twenty volunteers are needed in different areas. The non-profit company Girls for Change
will also provide us with volunteers and speakers who will go to schools and malls to host the events. We
will have a Covergirl speaker go to school every Friday for four weeks to give a speech. We will have an
event at the Galleria mall in Dallas and every Saturday for four weeks. The cover girl makeup artists will
be fully paid for the days they work and will be given days off as volunteering days. The speaker that we
are going to hire from Covergirl is going to be working as a volunteer as well since he or she will be
promoting the cover girl products as well as giving a speech on preventing teenage pregnancy. We will
hire two security officers in order to ensure the appropriate security conditions necessary for the event.

EVENT STAFF
Staff Paid Unpaid
Event Coordinator 1
Speaker 1
Event Host 2
Makeup Artists 5
Girls for change volunteers 16
Security Officer 2
# of paid and unpaid staff 5 20
Total # of staff: 27

Month Day Year
BUDGET
The social event will affect the company in not just one, but many ways. Cover Girl will be
brought in the forefront earning the company goodwill for picking up a very important and much needed
awareness of teen pregnancy. The company will also earn publicity among the younger generation, who
is also the main user of Cover Girl products. In totality, Cover Girl can help the society become more
aware of the social cause and help itself come in the limelight of its consumers. The Cover Girl will be
responsible for all event day related expenses. The event day expenses include labor, snacks & drinks,
public safety, stage setup & rental equipment, and small miscellaneous costs. All estimated costs are
presented below.

Event Day Labor Cost
Labor Cost/Hour
Number of Paid
Covergirl Makeup
Artists
Total Labor
Cost/Hour
Total Hours Spent
in Four Days
Total Cost
$10.50 5 $52.50 40 $2,100

In four days, we are expecting 1,000 people to attend the event. The total cost of snacks and
drinks in four days for 1,000 people is $10,450.

Snack and Drinks Cost
(4 Snacks and 1
drink will be
provided)
Price Per Item Serving Size
Number of
Servings
Total Cost
Trail Mix $1.99 1 1000 $1,900
Mini Fruit Tray $2.49 1 1000 $2,490
Potato Chips $1.49 1 1000 $1,490
Veggie Rolls $3.19 1 1000 $3,190
Mini Coke $1.29 1 1000 $1,290
Total Cost of Snacks for 4 Days

The total cost of stage set-up and rental equipment for four day is $2,000
Public security cost includes the cost of hiring two security officers for four days. The total cost
of hiring two security officers is $480.

Public Safety Cost
Pay/Hour
Number of
Security officers
Total Labor/ Hour Total Hours Spent Total Cost
$15 2 $30 16 $480

Grand Total
Labor $2,100
Snacks/Drinks $10,450
Set-up/Rental Equipment $2,000
Public Safety $480
Miscellaneous Cost $500
TOTAL COST $15,530
Month Day Year
BUDGET COTD. AND LOCATION

The total miscellaneous cost of $500 includes the cost of cups, napkins, spoons, cleaning
products, and trash bags.

Miscellaneous Cost
Cost/Person Total Number of People Total Cost
$0.50 1000 $500



Galleria Mall
13155 Noel Rd,
Dallas, TX 75230
LOCATION







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company
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january
2008
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We hereby request funding for our program called Stay Young. Stay Beautiful, which is
helping young girls focus more on their education and reducing the numbers of teen
pregnancy. We request cover girl to grant us the amount of $ 15,000 by August 10, 2014
to allow procurement of items needed to run the Stay Young. Stay Beautiful. Campaign.
This authorization confirms that the funds be available in the amount of $ 15,000 by
Covergirl by August 10, 2014.

I hereby agree and consent to the agreement above.
Approved by:

Signature: ________________________________ Date: ___/______/_________

Margaret Smallwood
Regional Director


AUTHORIZATION

Frances Hansen
Eric Mauricio
Greyson Morgan
Priyanka Rana
Amritpal Singh
Tayyaba Tariq