Social and Influencer > Other Interactive Digital Media

THMBNLS

20:20 LONDON / CENTRAL OFFICE OF INFORMATION / 2009

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Overview

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OVERVIEW

Translation

Our objective was to promote safe sex awareness amongst 16-18 year olds - a hard to reach audience who is unlikely to respond to conventional advertising.So we thought beyond advertising and created 'thmbnls' (Thumbnails), the first interactive drama for mobile phones. Each 60 second episode carried a subtle safe sex message followed by a direct and personal interaction from the six characters. All this happened in real time, straight to the viewers' mobile phone. Our audiences' responses, comments and reactions formed the narrative and influenced the episodes over 22 weeks leading to heightened awareness of safe sex issues.

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