Although the county had initially studied the health problem by reviewing county teenage pregnancy vital statistics, examining the literature, and consulting experts, it did not, at first, assess relevant community values and preferences crucial to successful program development. After negative community reactions to the initial program, the department developed a new, indirect approach that conveyed prevention concepts acceptable to parents. An educational program called 'Crosstalk' was developed for parents of teenagers. Instead of billing itself as a sex education program, it focused on the less controversial theme of parent-teenage communication. In this context, parents raised issues pertinent to the sexual development and behavior of their children. A media campaign focused on the negative consequences of having a baby in the teen years. 4 footnotes.