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”.