Cambridgeshire company Myriad Public Relations has won a coveted industry for a safer sex initiative which harnessed the broadcasting power of the BBC and MTV.
BareAll06, a partnership between the Department of Health, Radio 1, Radio 1Xtra, MTV and Myriad’s clients, Durex, won the best PR Campaign category of the OTC Marketing Awards 2007 – leading awards in the healthcare industry.
The joint project has also been nominated for a Sony Award – the ‘Oscars’ of the broadcasting world.
Steve Weaving, managing director of Ely-based Myriad, one of the UK’s top healthcare agencies, said: “It was great fun to be working so closely with cult youth brands such as MTV and Radio 1 on BareAll on behalf of our clients, Durex, who are the world’s leading condom manufacturer.
"While being tremendously enjoyable, it is also gratifying that we helped scope out and deliver a project which reached so many people with a safer sex message, therefore contributing towards the government’s aim to reduce STIs and unplanned pregnancies.”
BareAll06 ran in the summer of 2006 and centred around the UK's largest ever youth sex survey. Championed by Radio 1 DJs and MTV presenters, including Chris Moyles, Tim Westwood and Scott Mills, BareAll06 successfully delivered a safer sex message to 16-24 year olds, encouraging condom use.
Its ultimate driver was to help support the government’s aim to reduce sexually transmitted infections (STIs) and unplanned pregnancies.
Radio 1 and MTV provided over 20 hours of broadcasting dedicated to the initiative, with the web-based survey being launched by Chris Moyles on his breakfast show and its findings being made into a documentary by MTV.
Over 800,000 visitors visited dedicated web pages and over 25,000 completed the survey. Even Tony Blair commented on the survey!
Celebrities like Pink and P Diddy gave interviews about BareAll and press coverage it received had a value of approximately £300 million. |
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