Opinion: Newland on ... Sexual Health.

Forensic psychologists, apparently, hate having to put themselves in the mind of a murderer; they find it disturbing. My professional equivalent is having to put myself in the mind of a teenager. But understanding the ignorance, confusion, insecurity and angst of a teenager is required for any analysis of Delaney Lund Knox Warren & Partners' campaign for sexual health.

It was covered in the news section of last week's issue, and I bet if any parents among you left your copy of Campaign lying around to be idly flicked through by a distracted teenager, they will have stopped in their tracks at page seven. There it is in all its unabashed Viz-ness: a woman with huge breasts talking about a magnificent cock.

The campaign's highly targeted media strategy, by Naked Communications, means that most of you won't see the rest of the campaign. It's equally titillating: one shows a man included in a big breast competition because his bollocks are so inflamed, another features a woman telling a man over a game of beach volleyball that she has warts on her cervix.

There's a holiday theme to each ad, no doubt to catch the youngsters at their most promiscuous. They use the line: 'Don't play the sex lottery this summer. Use a condom.' I like the use of the lottery theme.

It's menacing: maybe you'll catch an STD, maybe you won't.

The eye-catching tits, arse and bollocks are a cheap trick. The ads also put key words in capital letters: 'CERVIX', 'COCK', 'GONORRHOEA'. It's what DLKW does well. The agency surprises consumers so they notice its ads (often by using singing and dancing, such as in its Halifax and Capital Radio ads).

In this case the smut provokes just enough attention to get its audience to read a sexual health warning. It's not creative, but it's effective.