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Govt plans to increase sexual health adspend.(Department of Health)
The Government is planning to boost the budget for its campaign on sexual health after admitting there is widespread ignorance of the risks of not using a condom.
The Department of Health is considering a major campaign aimed at 18- to 30-year-olds in recognition of the fact that the impact of the 'don't play the sex lottery' advertising, created by Delaney Lund Knox Warren & Partners, has been limited by an adspend of only pounds 3 million.
The move follows a report by the Health Protection Agency which warned that Britain faced an epidemic of sexually transmitted diseases. STDs have reached record levels as the Government's 'safe sex' message fades.
John Reid, the health secretary, may announce the new campaign in a white paper on public health this autumn. It will also give the Government's decision on whether to ban junk food commercials aimed at children.
The Government's options include extending the existing 'sex lottery' campaign or calling a pitch for a new one with a much bigger advertising budget, in which case DLKW might secure a place on the shortlist.
The humorous DLKW campaign is still being analysed by the Government.
Officials believe it had impact and scored reasonably ...
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