• Dramatise the increased risk of unsafe sexual behaviour• Raise awareness of the 'killer facts'• Allow for targeting of socially disadvantaged groups and key 'hotspots' of STI incidence.This third goal was a crucial factor and the most challenging in our choice of communications channel, placing media in an even greater role in the solution.The media expression of the creative idea therefore had to operate on both a high profile, national level (given the scale of the issue) and on a grass roots, regional level, to bring the message closer to those most at risk

Given the task of speaking to a broad target audience about a sensitive subject of such personal and social significance, our response to the Adult Sexual Health brief had to be about HOW we acted and not purely WHAT we said.Therefore as a media team, we were able to take a creative concept which used the correct vocabulary, tone of voice and information content given the audience and objectives, and bring this to life to ensure that the information was communicated at the most poignant moments and those closest to the point of behaviour.

Relative to previous Department of Health campaigns and to the tradition of Government messaging in general, the Sex Lottery was a departure in both creative and media terms. This departure was deliberate, as it was felt that the most effective way to speak to a predominantly downmarket target audience about their personal behaviour, was to talk to them in their worlds and not to be distant like many Government campaigns: A 'finger waving' approach would be far more likely to be rejected.The use of humour (via creative) and human interaction (via media) was key in achieving more relevant communications. Sex is fun and this audience will often laugh, joke and brag about it.