COI weekly drama on mobile phones encourages teens to use condoms

by Gemma Charles, marketingmagazine.co.uk 16-Jan-09, 09:05

LONDON - The Department for Children, Schools and Families has launched the UK's first interactive mobile drama THMBNLS, as part of its 'Want respect? Use a condom' campaign.

The weekly drama, whose cast is made up of members of local youth groups, was developed by the COI and creative agency 20-20 London. It focuses on the lives six teenagers and aims to reduce teenage pregnancy and Sexually Transmitted Illnesses in 15 to 18-year olds. The cast is made up of individuals from local youth groups

Each 60-second episode deals with a different issue relating to the ‘Want respect? Use a condom' campaign. Viewers are able to interact with the drama and share their opinions on it with the cast and other viewers.