The Government is launching its controversial poster campaign to combat teenage pregnancy this week, with work by Delaney Lund Knox Warren & Partners.
The pounds 2 million campaign consists of 16 executions, all tackling different issues. One reassures teenagers that they are in the majority if they are not having sex at 14, while another informs boys about how to procure and use condoms. The ads are designed to supply helpful information to teenagers, whether or not they are having sex.
The illustrations depict surreal images ranging from a 'genital wart frog' to dancing condoms. All carry the endline: 'Sex. Are you thinking about it enough?'
The ads will initially appear in teen magazines such as Bliss, Sugar and J17 to target girls, and Four Four Two and PC & video games titles to target boys. The next stage of the campaign will focus on ambient media such as postcards and phonebox cards, combined with radio spots.
DLKW's client services director, Tara Howell, said: 'Illustration enables you to distance yourself from an embarrassing subject. It also stops people identifying with a photograph model and allows them to concentrate on the message.'
DLKW won the account in July; it was listed as one of ±±¾©Èü³µpk10's top ten impossible briefs. Ogilvy & Mather and Duckworth Finn Grubb Waters also pitched.
The campaign will run over the next five years and will be evaluated each year. The last work to fight teenage pregnancy was by Laing Henry in 1995, consisting of a series of radio spots starring The Word presenter Terry Christian.
Art direction was by Ken Sara, Tim Peckett and Gary Betts. Copywriting was by Jon Elsom, Richard Warren and Malcolm Green. Media planning is by BJK&E and buying will be handled by MediaCom/TMB.
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