Campaign breakdown - THMBNLS drama

Agency: 20:20 London Client: Department for Children, Schools and Families (DCSF) and Central Office of Information (COI) Timescale: 9 January-12 June Budget: £4.6m


- 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, or on WAP at

- 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.'

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