Condoms are being positioned as "essential wear" in the Department of Health's latest campaign to cut the rate of sexually transmitted infections. TV and press ads, created by its advertising agency Delaney Lund Knox Warren & Partners and supported by online through Grand Union, encourages young people to carry and use condoms. The TV ad shows an amorous couple canoodling in a bar and ending up in bed together. Close-ups of their clothing labels and jewellery reveal the names of sexually transmitted Infections instead of brands. It ends with the line "Condoms. Essential wear". Online ads continue this theme.

This article was first published on Campaign Work

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