Sex and drink – highlighting the links

A HARD-hitting campaign to raise awareness among young people in Warrington about the links between heavy drinking and high-risk sexual behaviour, has been designed by advertising students at the Warrington campus of Chester University.
The students have just completed a year-long project in partnership with NHS Warrington to develop an advertising and communications strategy highlighting the connection between excessive alcohol consumption and sexual behaviour that could result in sexually transmitted infections and unplanned pregnancies.
The results of the project could soon be featured on billboards, bus shelters, in nightclubs, and on the side of the town’s taxis and buses. David Rutherford, the university’s advertising programme leader, said: “This project is one of several active collaborations between the advertising programme and the local community.
“These projects seek to give students both practical ‘hands-on’ experience in the design and development of a contemporary advertising campaign, while simultaneously fostering their involvement in their communities.”
Jane Knight, health improvement specialist for NHS Warrington, said: “The work the students have produced has given us an invaluable insight into the attitudes, beliefs and behaviour of young people living in Warrington.
“Using the insightful work of the students, we will be able to produce a truly effective, targeted and meaningful campaign.”
The project began with an in-depth market research study, designed and executed by the students with the assistance of visiting lecturer Stephen Lloyd, among young people in and around Warrington. The students’ analysis of this data informed the development of an appropriate message designed to change high-risk behaviour, as well as a cost-effective plan to communicate the message to the target audience.
The university is now looking for other local organisations with which to collaborate on other projects during the next academic year, which begins in September. Organisations wanting to get involved should contact David Rutherford by emailing [email protected] or Karen Saunders by telephoning 01925 534239.
Pictured, left to right, students Ashley Freeman, Steve Marsh, Sasha Dearden, Abigail Martin-Coldwell and Stephen Dagnall, with a selection of their designs.