- The lowdown
DCSF has launched the UK's first interactive mobile drama called THMBNLS. This new weekly drama series, developed by creative agency 20:20 London and the COI, focuses on the lives of six teenagers and challenges the audience to watch, interact and share their opinions with the cast and other viewers.
- Why is DCSF doing this now?
A part of its wider 'Want Respect? Use a Condom' campaign, this drama aims to reduce teenage pregnancy and the incidence of sexually transmitted infections in teenagers by aligning condom use with respect.
- Who is being targeted?
Fifteen- to 18-year-olds.
- What is the drama about?
Each 60-second episode deals with a 'Want Respect? Use a Condom'-themed issue and at the end of each episode the viewers can voice their opinions. Viewers are able to register online at thmbnls.co.uk, or on WAP at thmbnls.mobi.
- Explain the strategy
The COI has aimed to give the characters 'real-life attributes and believable back stories' to deliver subtle safe-sex messages. 20:20 London creative director Peter Riley explained: 'Viewers can personally interact with the characters and the issues they're facing in a way that's not been achieved before now.'
- Any potential pitfalls?
COI senior interactive media manager Emma Cowan said: 'It's been challenging to work with so many parties to ensure it's free to the user, as well as get the word out.'