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Campaign Work, Thursday, 26 February 2009 01:54PM
The Department for Education and Skills is aiming to cut teenage pregnancies by emphasising that the only way to gain respect from your peers is to wear a condom. A campaign, created by Delaney Lund Knox Warren & Partners, focuses on the social consequences of unprotected sex. Two 40-second ads run in tandem and focus on a boy recounting his sexual experiences at a party. In the first, the boy reveals that he used a condom the night before with his girlfriend, which gets a positive response from his peer group. In the second his friends react negatively when a boy boasts about having had unprotected sex. Meanwhile, we see his girlfriend and a friend clearing up after the party and her reactions change accordingly in each execution.
This article was first published on Campaign Work
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