Safe sex ads target clients of prostitutes

Safe sex awareness group Lust 4 Life is launching an advertising campaign targeting men who use prostitutes.

The anti-HIV organisation is placing hundreds of cards in London phone boxes advertising fictional female and male prostitutes. The campaign will begin on World Aids Day, December 1.

When the phone number is dialled, the men think that they are about to speak to a prostitute, but receive a pre-recorded message telling them to practise safe sex and use a condom.

The message ends: “If you want to have some fun, wear rubber when you come.”

The cards and campaign have been created by agency Impact FCA!

Impact FCA! art director Justin Tindall says: “We want to talk to the people in the high-risk category, those who seek casual sex, at a moment when the safe sex message is most likely to hit home – when they are first making contact.”

He adds that the tone of the message is upbeat, that “safe sex is good sex”.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here