How do you convince a generation who think “pulling out” is a method of contraception that there really are better alternatives out there?
In 2010 we set about creating a campaign for the NHS that would promote the range of contraception that is available.
Focusing particularly on 16-24 year olds, we looked at all the issues surrounding contraception, from peer pressure to pleasure. This led to a focus on three core values:
The “Love and respect choice” campaign focused on the “bedside table” proposition, combining these messages around condom packaging and face-to-face interaction. The campaign was so successful during its pilot that it was rolled out across a wider area in 2011.