The campaign, called "I shagged here", includes press and poster advertising, street stencils, magazine inserts, online creative and a dedicated website, www.ishaggedhere. com. Creative was handled by Minerva, formerly called AMV Advance.
The website, designed by the creative agency 3RD Sense, is the lynchpin of the campaign. Visitors can submit stories and even videos of their most memorable sexual encounters. The site also hosts a game called "slam in the lamb" and a "shags re-acquainted" community where former sexual partners can find each other.
The wider campaign will place "I shagged here" commemorative red plaques - a spoof of the blue plaques highlighting where famous historical figures once lived - in pubs and clubs around the country. Customised plaques can be created on the website.
On the back of the advertising activity, Mates is also leading a Save Outdoor Sex campaign. It aims to provide an educational and informational role to address the controversy surrounding the Government's intention to regulate the law on having sex outdoors.
SOS is aiming to encourage activists to fight for their right to have sex outdoors and visit www.saveoutdoorsex.com where the public can petition their local MP to lobby the cause.
Planning for the £1.5 million campaign is handled by Rocket, with buying is by PHD.