‘Want Respect? Use a Condom’

TEEN PREGNANCIES DROP TO LOWEST LEVEL IN 30 YEARS THANKS TO GOVERNMENT CAMPAIGN

Paul was CD on this DLKW campaign that associated condom use with the most powerful currency amongst teenagers: respect from their peers. The work was deliberately ‘unbranded’, other than the 'Want Respect?' symbol, so teenagers wouldn't feel they were being lectured to. The result? 83% recognition. With 58% of teenagers more likely to use a condom. And, by 2009, a 7.5% fall in pregnancies among 15-17 year olds - the lowest level for almost 30 years.