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Background

Teenage pregnancy and safe sex awareness amongst young people is a big problem in the UK. An additional issue is that teenagers are increasingly unlikely to respond to conventional advertising.

These are people who don’t have time to listen. They want instant messaging and unlimited downloads. They want media on their terms. For them, the mobile is more than a means of communicating, it is a lifeline to their social group.

The challenge for 20:20 was to devise content that teenagers would want to share.