NEWS: Lily Savage stars in health authority safe sex posters

The Northumberland Health Authority is stealing a march on the Health Education Authority with a bold approach to the promotion of safe sex.

The Northumberland Health Authority is stealing a march on the Health

Education Authority with a bold approach to the promotion of safe sex.



The authority’s agency, Yellow M, is using the drag artiste, Lily

Savage, to promote condom usage in the county with the tagline: ‘Be a

clever dick. Use a condom.’



According to Yellow M’s managing director, Mike Dethick, Northumberland

has taken the initiative to promote safe sex in this lighthearted, yet

direct way, because the HEA and other local health authority approaches

have been ‘too patronising’ and ‘irrelevant’ to the key 16- to 25-year-

old target market.



As the campaign’s message is aimed at heterosexuals, bisexuals and

homosexuals, Savage was thought to be acceptable to all groups.



‘Previous campaigns for Aids or sexual health have been rather doom and

gloomy,’ he said. ‘Lily’s message is far more upbeat.’



Tongue-in-cheek executions in the poster campaign include the lines

‘Don’t forget, some one-night stands last forever’ and ‘Like your mother

says, if you’re out all night wear a pullover’. The work was devised by

the joint creative directors, Mark Martin and Chris Rickaby.



The total budget for the campaign, which goes out on 48-sheet posters,

bus sides and Adshel sites on 15 December, initially for six weeks, has

yet to be confirmed. The agency is currently talking to other local

health authorities about them taking up the campaign on their home

patches.



Yellow M is also considering extending the campaign to radio, and is

delivering its message on mobile poster sites to rural areas.



Yellow M’s research showed that 56 per cent of young Northumbrians who

had sex did not always use a condom.



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