The COI has chosen Delaney Lund Knox Warren & Partners to spearhead
the Government’s drive to halve unwanted teenage pregnancies in the
UK.
The agency saw off competition from Ogilvy & Mather and Duckworth Finn
Grubb Waters to secure the pounds 3 million drive, which is being
co-ordinated by the Department of Health.
Strategic media planning will be handled by BJK&E, a DLKW-affiliated
agency.
The brief is understood to target three separate groups: teenage girls,
young men and parents. It is thought that rather than adopting a
forbidding tone with teenagers, the campaign will assume that they are
already having sex.
The decision to produce a campaign a report last summer by the
Government’s Social Exclusion Unit, which recommended educating young
people about the risk of unprotected sex, making contraception more
available and helping parents to talk to their children about sex.
Greg Delaney, a founder of DLKW, said: ’This is an issue we feel very
strongly about and we’re delighted to have the chance to do something
about it.’
DLKW has until now lacked credentials in targeting teenagers.
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