Lust 4 Life, the safe-sex awareness group, is launching its first ad
campaign to coincide with World Aids Day on 1 December.
The campaign, through Impact FCA, mimicks the cards produced to
advertise prostitutes’ services and posted in telephone boxes. The
agency is placing hundreds of cards advertising fictional prostitutes -
Johnny for the gay market and Naughty Nurse Moorcock for heterosexuals -
in central London phone boxes in a bid to promote the use of condoms.
When the number on the card is dialled, the caller will hear a pre-
recorded saucy safe-sex message from either the naughty nurse or Johnny,
both describing their rubber fantasy. The message signs off with: ‘If
you wanna have some fun, wear rubber when you come.’
The two cards have been designed in the seedy style of ordinary
prostitutes’ cards, complete with overt sexual innuendo and line
The copywriter on the campaign is Adam Tucker and the art director is
Tindall, said: ‘We didn’t want to patronise anyone or frighten them off
with a ‘do it or else’ warning.
‘The tone of the message is deliberately upbeat and reinforces the theme
that safe sex is good sex.’
Danny Thomas, managing director of Lust 4 Life, said: ‘Many awareness
campaigns are losing their impact and are often seen in the wrong
context, usually when a person is not thinking about sex. Impact came up
with a novel and very alternative concept of hitting the target market
at the exact time that they are thinking about sex.’
The campaign will run throughout December.