The campaign, created by Delaney Lund Knox Warren, is based around the theme of a lottery and will run in magazines and on posters in pubs and clubs. It aims to target a generation of young people who, according to the Department of Health, are ignoring the safer sex message which began in the Aids-aware 1980s.
The campaign is based around the fact that many common sexually transmitted infections, such as herpes and hepatitis B, have no apparent symptoms but can have long-term consequences. The campaign will also include radio ads which say: "To enter the sex lottery, just sleep with someone without a condom."
Camelot, which runs the National Lottery, told The Observer newspaper that it has no problems with the lottery theme being used. A spokeswoman told the paper: "Initially, we were worried that the campaign would confuse people. However, it's an important issue being tackled at an important time."
DLKW, alongside Naked, won the task of promoting safer sex in June after a five-way pitch.
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