The new phase of the Think Contraception campaign will use TV sponsorships, on-the-street promotion, poster and digital advertising and social media connections to promote its key message, that when it comes to risk of STIs or unplanned pregnancy – Johnny’s got you covered.
Research commissioned by the HSE has shown that 20% of 18 – 25 year olds did not report consistent use of contraception in the last year, (ICCP, 2012). Johnny will encourage young men and women, the vast majority of whom have had sexual intercourse by the time they reach 25, to plan for, and consistently use condoms to protect against unplanned pregnancy and sexually transmitted infections.
Dr. Stephanie O’Keeffe, Director of the Crisis Pregnancy Programme, outlines the approach taken to this year’s campaign. ‘Think Contraception has proven to be effective and popular, particularly with young adults, and we want to build on that success to ensure our messages stay fresh and keep working. We also wanted to extend the campaign this year to directly address both contraception and sexually transmitted infections. The common denominator that protects against both is condoms – and who better to remind young people of that, than Johnny.’
‘During the latter half of 2012, Think Contraception will sponsoring key TV programmes watched by the core audience of this campaign, adults aged 18 – 25, and this will commence this evening on RTE 2, with second season of The Inbetweeners. The sponsorship stings, debuting tonight, feature a new character called Johnny, who will help get our messages across in a new and entertaining way.’
‘Johnny represents the safety and reassurance of using a condom, but we also think that his particular enigmatic charm and sharp sense of style adds a little extra something to our sponsorship stings. Johnny will also be appearing at public events and festivals throughout the summer, and will be available online from tonight at his personal Twitter account.’
For more information:
- See Johnny’s TV debut tonight on Monday June 25th 2012 at 22.45, and throughout this series of The Inbetweeners on RTE 2.
- Connect with Johnny on Twitter @thinkjohnny