The Norfolk County Council, health service and others have been working together for a number of years to try and reduce levels of teenage pregnancy and have already done some mapping of young people at high risk - both using tools like Experian's MOSAIC - which has a teenage pregnancy profile - and targeting individuals at risk via knowledge in schools. In Smart Cities the county is now doing some further work to improve targeting even further.

Norfolk has an above average level of teenage conceptions compared to the rest of England and has done for a number of years. National and local research tells us that there are two different reasons for this:
- "accidental" pregnancy as a result of unsafe sex and often lack of knowledge about sex
- "career" pregnancy where becoming a teenage mother is seen as normal in a family or community and is an alternative way of gaining status to doing well at school and having a career.
The second type of teenage pregnancy is often linked to areas of high deprivation and coastal towns like Great Yarmouth have particular issues.

Under the Smart Cities banner the county is now doing some further work to improve targeting even further:
- A high level report summarising what we know about high risk groups and risk factors from national and local research
- A "cultural norms" survey tool which identifies not only what young people's views are but what they think other young people they know think. This can be very useful for challenging their views on what behaviour is appropriate on issues like drinking and taking drugs as well as sex, missing school etc
- Commissioning some qualitative research among groups of young people who share the risk factors for teenage conceptions - some of whom have become pregnant and some who haven't - to see what makes a difference in their choices.

These three pieces of research will sit alongside the mapping of areas and individuals of high risk to help us design the messages, advice and support we give to different groups to reduce the numbers becoming pregnant.