New sexual health campaign reveals 'essential wear' for young adults

11 Nov 2006 04:00 AM

TV, radio and magazine ads to combat rise in STIs

A hard-hitting new sexual health campaign will urge sexually active young adults to make condoms essential wear when they are out on the "pull."

Sexually transmitted infections (STIs) such as chlamydia are spreading fast among 18 to 24 year olds. However, while 90 per cent of girls and 70 per cent of boys own a pair of special "pulling pants" for when they hit the town, fewer than 20 per cent carry a condom which means more than 80 per cent of 18 to 24 year olds are putting themselves at risk of an STI.

Television, magazine and radio ads alongside on-line advertising will specifically target young men and women who are most at risk of infection. The TV ad shows couples getting together in scenarios where the name of an STI is clearly displayed on their clothing or jewellery, highlighting the stark reality that these infections are not easy to spot. Images used in the magazines and on-line advertising continue this theme, while radio adverts focus on the physical consequences of catching an STI.

Launching the campaign Public Health Minister Caroline Flint said:

"Improving the nation's sexual health is a key Government priority and improving access times to sexual health clinics, chlamydia screening and this campaign will all help to drive down the number of cases of STIs.

"Some STIs like chlamydia are on the increase amongst 18 to 24 year-olds and it is vital that we deliver strong messages about using condoms to prevent them. The aim of this campaign is to make carrying and using a condom among this age group as familiar as carrying a mobile phone, lipstick or putting on a seat-belt. This is not about encouraging promiscuity, but saying to those who are already sexually active: sex without a condom is seriously risky, so always use one.

"The message of this campaign is that you can't tell just by looking whether someone has an STI. Some infections often have no noticeable symptoms and others cannot be cured, so taking responsibility for your own sexual health should always be your key priority."

Baroness Gould, Chair of the Independent Advisory Group on Sexual Health and HIV, said:

"The IAG on Sexual Health and HIV welcomes the Government's commitment to helping improve young people's sexual health. This campaign is absolutely necessary in tackling the increasing rate of STIs. On-going health promotion is a vital tool in increasing awareness, understanding and, ultimately, prevention of STIs."

Anne Weyman, Chief Executive of the Family Planning Association, said:

"Using a condom is a very normal and completely essential part of any sexual relationship. The benefits of empowering young people - through this campaign - not only to know this fact but to act on it cannot be overestimated. Sustaining the campaign so it can make the biggest impact possible over the longest period of time will be key to its success."

The new TV advert will be on air from 20 November. It will be screened on satellite channels, Channel 4 and Channel 5. Magazine adverts will appear in key titles for the 18 to 24 year old market. Radio and on-line advertising will run from the 27th November. The campaign is initially scheduled to run for the pre-Christmas and Valentines periods - times of the year where rates of STI contraction are traditionally higher.

The new £4 million campaign is part of a wider Government initiative to improve sexual health and tackle teenage pregnancy. It complements the existing campaigns, 'R U Thinking?' which is aimed at the under 16s, and 'Want Respect? Use a condom', aimed at 16 to 18 year old socially excluded teenagers. Both are delivered by the Department for Education and Skills.

The Department of Health is also involved in on-going work with stakeholder groups to increase the availability of condoms to those most at risk of having unprotected sex.

Notes to editors:

The new adult sexual health campaign is part of DH's Sexual Health and HIV Strategy, which is a long-term plan to improve and modernise sexual health services. The strategy includes, rollout of chlamydia screening for the under 25s, 48hr access to GU clinics, the development of service standards and in improving access to contraception.

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