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


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

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