1. Campaign Pitch Safe Sex Campaign Targeting UK Afro-Caribbeans under 21 Client: Marie Stopes Agency: Trimedia – Luisa Elena Denuell Date: 11th December 2009

5. Awards 5 Recent example: 4 European Excellence Awards 2007 The Department for Children, Schools & Families (DCSF) initiative “Rhyme4Respect” won the award for the Best European Campaign of the Year and three other major awards.  Successful safe sex campaign which aimed to tackle high teenage pregnancy rates in the UK through influencing hard to reach teenagers to use and carry condoms

6. Our clients 6 Examples:

11. The Problem 11 1. Negative perception of condom usage “ If black men go with a woman, who asks them to wear a condom, that means the woman sleeps around, therefore they won't have her as their girlfriend. Men are saying they'll only go with clean women, whatever that means.” (Stacey, 18)

12. The Problem 12 2. Perception of racism in the NHS “ The NHS is white. You don't see black people at the clinics. So you feel uncomfortable going to the clinics.” (Dionne, 21) “ If I have it [an STI], then I'm not going to go and deal with it because they’re just gonna judge me and see me as a slag.” (Aquila, 17)

13. The Problem 13 3. Negative perception of science “ When a white scientist comes to our community and tells us what is negative about us, our instant response is to close down.” (Tracey, 24)

14. The Goal 14 To raise awareness about the higher rate of STIs within the target group Short term (4-6 months)

15. The Goal 15 To increase condom usage and therefore lower infection rates within the Afro-Caribbean community Long term

16. Key Message 16 Don‘t play. Protect.

20. Strategy 20 1. Campaign launch Location : Piccadilly Circus, London (UK) Happening : 100 Afro-Caribbean Models mingle with the pedestrians and cause a sensation by wearing pink t-shirts with striking messages (i.e. “I have AIDS.”) imprinted.

21. Strategy 21 1. Campaign launch COMMUNICATORS 100 Afro-Caribbean Models

24. Strategy 24 1. Campaign launch MEDIUM MESSAGES Back side : All 3 versions: www.dont-play-protect.co.uk

25. Strategy 25 1. Campaign launch

26. Strategy 26 1. Campaign launch

29. 29 Don‘t play. Protect. Strategy

43. 43 Thank you! Contact: Luisa Elena Denuell Trimedia – International Office 29-35 Lexington Street London W1F 9AH Tel: +44 (0) 207 025 7500 Fax: +44 (0) 207 025 7588 Email: [email_address]