Department for Education and Skills 'want respect' by DLKW
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.