DLKW unveils new Sex Lottery ad executions

The Government has responded to the challenge of record levels of sexually transmitted infections by rolling out a new Sex Lottery campaign, created by Delaney Lund Knox Warren & Partners.

A recent report by the Health Protection Agency warned that Britain faced an epidemic of STIs.

The creation of this campaign pre-dates the report and the Government is considering a new strategy, which could extend the Sex Lottery campaign or develop a new idea.

The campaign breaks on 26 August. Timed to coincide with the Bank Holiday weekend, it will target 18- to 30-year-old heterosexuals who, in the holiday frame of mind, are indiscriminately having unprotected sex.

As well as raising awareness of the risks and consequences of having unprotected sex, the campaign aims to persuade people to use a condom.

The campaign includes press and radio ads, as well as an online element created by DLKW's digital arm, DLKW Dialogue. A new 60-second radio ad refreshes the existing "Sex Lottery" campaign, and is has a gameshow format.

The press executions lampoon the traditional British seaside postcard and use Carry On-style humour to show characters discussing their various STIs.

The ads include the Sexual Health Helpline phone number and aim to drive people to call or to visit the playingsafely.co.uk website if they have any concerns. The website also features online examples of the creative work, available to send as e-cards.

In addition, postcards will be distributed to pubs and clubs, to reach young adults.

The ads were art directed by Ken Sara and written by Jon Elsom. Media planning was by Naked Communications with buying through COI Communications' roster shops.