Department for Education and Skills 'want respect' by DLKW

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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.

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Released: 29 November 2006

Credits

Client
Karen Gregory, marketing and communications manager, Department for Education and Skills
Title
"Want respect? Use a condom"
Brief
To communicate to young people that you get peer respect by using a condom
Agency
DLKW
Copywriter
Richard Warren
Art director
Paul Hancock
Media agency
Naked (planning), Carat/COI (buying)
TV producer
Lauraine Bhuglah at COI
Director
The Guard Brothers
Production company
Independent
Production producer
Jason Scanlon
Editor
Ted Guard at The Quarry
Post production
Framestore
Exposure
TV, print, radio, ambient

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