COI launches mobile drama series to promote safe sex

by Jacquie Bowser, Brand Republic 14-Jan-09, 12:20

LONDON - The Central Office of Information has launched an interactive mobile drama series called 'Thmbnls' that aims to align condom usage with respect.

'Thmbnls', which was developed by creative agency 20:20 London, focuses on the lives of six teenagers and challenges the audience to watch, interact and share their opinions with the cast and other viewers.

Each 60-second episode deals with a specific issue, such as age gap relationships and alcohol related sex.

At the end of each episode the viewer is given the opportunity to make a choice and formulate their own opinion about the situation. Alternatively, the story line ends on a cliff hanger, which is resolved when the user interacts with the programme.

The cast is made up from local youth groups. Their real-life attributes and believable back stories mean they are able to deliver subtle safe sex messages.

Viewers can register online or on WAP and will only be charged standard SMS costs when they interact with the videos.

Peter Riley, creative director of 20:20 London, said: "'Thmbnls' is cutting-edge, realistic and relevant to young people. Viewers can personally interact with the characters and the issues they're facing in a way that's not been achieved before now. This is taking mobile broadcast to a whole new level."

The weekly drama series is part of the Department for Children, Schools and Families wider 'Want Respect? Use a Condom' campaign, which aims to reduce teenage pregnancy and the incidence of STIs in 15- to18-year-olds.

Emma Cowan, senior interactive media manager at COI, said: "It's a really exciting project as it enables us to reach the audience in a powerful and personal way.

"Because it's unchartered territory, it's been challenging to work with so many parties and agencies to ensure that it's free to the user, as well as get the word out to the audience to get them to sign up."