The Baby Can Wait campaign portrays sexual predators as the disgusting rodents and reptiles they really are. By doing so, it sends a strong message to young girls about being potentially approached in an inappropriate way by older men. It also shows parents and guardians that if this topic is never broached, girls will not know that certain behaviors and propositions are, in fact, inappropriate.
Conceived and executed by Serve Marketing for the United Way of Greater Milwaukee, the Baby Can Wait campaign is part of its teen pregnancy prevention initiative. But instead on focusing on young love and peer pressure, this campaign brings to light a darker issue. It reads, "When an older man has sex with an underage girl, it's more than creepy. It's statutory rape. Learn how to encourage healthy relationships."