The scheme, which targets areas of sexual health it says are 'worth talking about', is aimed at 16- to 24-year-olds and their parents.
It will initially focus on contraception, under the heading: ‘Contraception. Worth talking about'. But it is designed to be expanded in focus to cover other areas of sexual health in future.
Rather than images of real or illustrated people, the campaign's advertising uses speech bubbles to illustrate conversations. The DoH said that the advertising has been tested with teenagers and parents, and provoted a 'strong, positive response' from both groups.
Gillan Merron, Public Health Minister, said that sex often remains a taboo subject. ‘Too many of us are holding back from having the open and honest conversations that young people need to make informed decisions, including about when it's right to have sex,' she said.
‘The Government's campaign is designed to change attitudes and show young people that having open conversations with their partners, friends, parents and health professionals is a must - it isn't something to be embarrassed about. We're striving for a culture of safer sex and better relationships.'