The campaign, to be launched in the autumn, will work across above-the-line and ambient media and concentrate on promoting safe sex and a range of sexual health issues. It will also be the DoH's first major Aids awareness push since the "iceberg TV ad in 1986.
The DLKW chairman, Greg Delaney, said the target audience of 18- to 30-year-olds was a difficult one to reach and would not respond to a didactic government-style message. "They don't want to be told what to do. This campaign will be about getting under the radar, grabbing their attention in a populist and thought-provoking way rather than scaring them into ignoring the message, he said.
A spokeswoman for the DoH said the campaign was targeted at young adults after research showed that sexually transmitted diseases were on the increase in the age group.
The DoH opened the pitch to five above-the-line agencies in February and teamed each with a media partner from the COI roster. DLKW and Naked competed against D'Arcy and PHD in a final shoot-out, but both partnerships initially pitched against Triangle and Optimedia, Mother and Manning Gottlieb OMD and BMP DDB and Zenith.
DLKW also created a campaign for the DoH last year which was aimed at reducing teenage pregnancies.
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