The Department of Health starts a national ad push next week to raise awareness of teen pregnancy among hard-to-reach 12-19 year-olds.
The campaign, which has been created through COI Communications, will cover the FBI Youth poster sites displayed in 600 key Clubs for Young People (CYP), the charity previously known as youth clubs.
CYP has offered support and services for 12-19 year-olds for more than 80 years. CYP venues have been revamped and developed as recreational facilities and agency FBI Media has developed a network of poster sites in the venues as a responsible platform to reach teen-agers and young adults.
The CYP FBI Youth poster network aims to be the largest poster network targeting young adults in the UK, with almost 4,000 six-sheet sites.
According to FBI Media, an average two-week campaign will be seen by 600,000 12-19 year-olds. As part of the initiative, “a significant proportion of the revenue is returned to the CYP”.
FBI says the poster sites “provide an emotional and engaging environment for this audience.
“They regard their attendance at and involvement with their local club as a significant part of their life.”
Sports stars who have used the youth club system include footballers David Beckham and Michael Owen, boxer Amir Khan and television presenters Ant and Dec.
So far campaigns have been run for Adidas, Buena Vista International and the COI, including one on road safety.
The DoH ad push follows news last week from the Office for National Statistics that teen pregnancy rates in the UK are falling, although the country still has one of the highest teen pregnancy rates in Europe.