The Department launched its new adult sexual health campaign, ‘Condom Essential Wear’ on 9 November 2006. The campaign, which is costing approximately £4 million in this financial year, targets 18-24 year olds, who are among the most at risk of contracting sexually transmitted infections.
The campaign aims to inform young adults about the prevalence and invisibility of sexually transmitted infections, while making using a condom as familiar as carrying a mobile phone or using a seatbelt. It is an integrated media campaign including television, radio and press adverts as well as substantial public relations, partnership and digital marketing and has been developed along social marketing principles starting from the position of the consumer with the aim of bringing about long-term behavioural change.
It is one of three Government campaigns working to improve sexual health and reduce teenage pregnancy. ‘Condom Essential Wear’ complements the Department for Education and Skills teenage pregnancy campaigns R U Thinking and Want Respect? Use a Condom, the latter of which also focuses on sexually transmitted infections prevention. The total cost of this work across Government is £7.5 million this financial year.