13.11.2006
New safe sex campaign aimed at young people
A new campaign to raise awareness of the risks of sexually transmitted infections has been launched by the Department of Health.
Health minister Caroline Flint said the campaign would be aimed at 18-24 year olds and would also target healthcare professionals.
The advertising campaign shows young people with the names of STIs, such as chlamydia, on their clothing, highlighting that safe sex can protect against a partner's unknown infections. It will urge sexually active young adults to make condoms essential wear when they are out on the "pull."
Television, magazine and radio ads alongside on-line advertising will specifically target young men and women who are most at risk of infection. The TV ad shows couples getting together in scenarios where the name of an STI is clearly displayed on their clothing or jewellery, highlighting the stark reality that these infections are not easy to spot. Images used in the magazines and on-line advertising continue this theme, while radio adverts focus on the physical consequences of catching an STI.
The new TV advert will be on air from 20 November. It will be screened on satellite channels, Channel 4 and Channel 5. Magazine adverts will appear in key titles for the 18 to 24 year old market. Radio and on-line advertising will run from the 27th November. The campaign is initially scheduled to run for the pre-Christmas and Valentines periods - times of the year where rates of STI contraction are traditionally higher.
The new £4 million campaign is part of a wider Government initiative to improve sexual health and tackle teenage pregnancy. It complements the existing campaigns, 'R U Thinking?' which is aimed at the under 16s, and 'Want Respect? Use a condom', aimed at 16 to 18 year old socially excluded teenagers. Both are delivered by the Department for Education and Skills.
The Department of Health is also involved in on-going work with stakeholder groups to increase the availability of condoms to those most at risk of having unprotected sex.
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