Continuing the "Want respect? Use a condom" positioning, the 60-second ad runs backwards, beginning with the moment that a girl finds out that she's pregnant.
The ad then goes on to show how the girl got into that position in the first place, by drinking heavily through the night, hooking up with an equally drunk guy, and having unprotected sex with him.
The campaign, deliberately timed to coincide with the festive party season, is aimed at sexually active teenagers, after reports have shown that young people are twice as likely to have unprotected sex while under the influence of alcohol.
Credits
Project
Want respect? Use a condom
Client
Laurence Russ, marketing team leader, Department for Children, Schools and Families
Brief
Motivate condom use among sexually active 16- to 18-year-olds
Creative agency
Delaney Lund Knox Warren & Partners
Writer
Richard J Warren
Art director
Paul Hancock
Planner
Charlie Snow
Media agency
Naked
Media planners
Geoff de Burca, Claire Taylor
Production company
Another Film Company
Director
Steve Reeves
Editor
Paul Watts, The Quarry
Post-production
Glassworks
Exposure
National TV
United Kingdom
DLKW produces government safe sex ad
LONDON - Delaney Lund Knox Warren & Partners is emphasising the consequences of having unprotected sex with a new TV spot, created for DCSF.
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