DLKW apes scratchcards for safe-sex drive

The Department of Health is to use the idea of unsafe sex being a lottery in a £4 million campaign to raise awareness among 18- to 30-year-olds of the risks of catching sexually transmitted infections (STIs).

The campaign, which will initially run for two years, has been developed by Delaney Lund Knox Warren & Partners, in partnership with the communications strategist Naked.

The "sex lottery" theme aims to use humour and irony to engage the target audience over serious issues about casual sex and not using a condom. The overall campaign runs with the strapline: "Don't play the sex lottery. Use a condom."

Executions will run in men's and women's lifestyle magazines and also use radio, web advertising and ambient media including beer mats, scratchcards and washroom posters.

The scratchcards have the appearance of lottery scratch-and-win games with consumers able to rub off a silver film in the place of a pair of underpants to reveal which sexual disease they have "won" by being unsafe.

Jon Elsom wrote and Ken Sara art directed the campaign.

The new-media agency DNA Consulting developed a new DoH website to support the campaign (www.playingsafely.co.uk), while DLKW Dialogue developed online advertising creative, with i-level handling new-media planning and buying.

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