DLKW creative tackles teens' attitudes to sex

The Department of Health is to launch a press and radio campaign in the next phase of its Teenage Pregnancy education campaign, which aims to halve the conception rate among under-18s by 2010.

The campaign, which has been created by Delaney Lund Knox Warren & Partners, is being run through COI Communications, and will see the launch of three press and three radio executions.

Using the overall strapline "Sex, are you thinking about it enough?", the campaign aims to change teen attitudes and reduce the rate of pregnancies by encouraging young people to make informed choices about sex and safety.

The press executions, planned by Naked and bought by MediaCom, push three key messages to 13- to 17-year-olds by using colourful cartoon imagery in ads called "puppet", "dynamite" and "Warhol".

The campaign will run in magazines such as Bliss, J17, Cosmo Girl, Sneak, More, TV Hits, Maxpower and Kerrang!

"Puppet" addresses the role of peer pressure in underage sex for younger girls, and features a couple on marionette strings with the caption: "Should I let my friends control my sex life?" Underneath, a paragraph of short sentences explains the misleading nature of peer pressure claims about sexual activity, ending with: "Listen to yourself and don't be a puppet".

"Dynamite" and "Warhol" challenge the perceptions about sexually transmitted infections (STIs) by reminding young people that they are at risk and that outward appearances don't reveal STIs.

The radio ads use humour to address peer pressure and condom usage. The campaign is further supported by washroom posters nationwide, with two further press executions running from January next year.

The ads were written by Jayne Marar and art directed by Jo Webb. The illustrator was Simon Spillsbury.