‘Essential condom use' kicks off on 20 November. It is aimed at 18 to 24-year-olds, who are complacent about the risks of unprotected sex, according to the Department of Health.
The DoH has retained four-year incumbent agency Harrison Cowley to handle the brief almost a year after pitches were staged (PRWeek, 18 Nov 2005). Earlier this year the DoH revealed the campaign had been frozen pending a budget review (PRWeek, 5 May).
However, DoH officials recently gave the programme the green light.
‘The campaign positions condoms as a "must have" item to an audience heavily influenced by fashion brands,' said Harrison Cowley executive director Rebecca Gudgeon, who is leading the account.
She added that the campaign would encourage the target age group to develop a ‘three-stage relationship with condoms - accept, carry and use'. The campaign is initially scheduled for the run-up to Christmas and next year's Valentine's Day - when rates of STI contraction tend to be higher.
Fees are undisclosed.