The Department of Health has appointed the specialist youth agency
iris to develop a below-the-line strategy as part of its drive to reduce
the UK teenage pregnancy rate.
Iris will work on targeting educational messages to teenagers by linking
the issue of teenage pregnancy with major consumer brands. The first
phase of the work will involve analysing how teenagers live and the
moments at which they relate to leading youth brands.
By early summer, iris expects to have developed links with a number of
brands to raise awareness of the issue.
Delaney Lund Knox Warren & Partners is handling the advertising for the
DoH teenage pregnancy drive. The DoH decided to act after figures showed
that the UK has the highest teenage pregnancy rate in Europe.
Ian Millner, a managing partner at iris, said: 'Research shows that
health-related issues are the most important to consumers but when it
comes to sponsorship most brands tend to ignore this and look at
Iris, a breakaway agency from IMP, launched last year. It has since
evolved into a youth marketing specialist with clients including
Ericsson, Umbro and Virgin.