Mobile Soap Series Teach Teens Condom Usage
In the UK the COI and Department for Children, Schools and Families (DCSF) have launched a mobile drama soap series to teach teenagers the importance of using condoms.
After signing up on the Thmbnls website users will start following the 22 weeks long series. Every Friday teens will receive a free sms to download and watch the latest 60 seconds episode.
Thmbnls talks about the lives of 6 teenagers touching issues such as sex, unwanted pregnancy and sexually and transmitted infections. It looks like the mobile soap will also take strong advantage of interactivity with the audience allowing viewers can engage with the episodes and through interaction, receive music tracks, texts and pictures.
As explained on Brand Republic, at the end of each episode the viewer is given the opportunity to make a choice and formulate their own opinion about the situation. Alternatively, the story line ends on a cliff hanger, which is resolved when the user interacts with the program.
The initiative is part of the “Want Respect? Use a Condom” launched one year ago using viral videos and social networks like MySpace to get teenagers attention. The agencies behind the Thmbnls project is 20:20 London.
I feel the agency has really understood the target groups’ media behavior very well. Viral video, social networks finished with a touch of free mobile soaps is the way to reach and engage teens. By using the teens’ daily media and communication tools, COI proofs to the teens: we really understand what you are about and what’s important to you. That increases the impact and effectiveness of the campaign a lot.
Do you think we should launch Viral Friday to our global audience on the mobile phone? Each Friday you will get a free sms when Viral Friday is live, so you can click the link the sms to watch Viral Friday on your mobile?
We are looking for more great mobile communities, mobile social apps or mobile campaigns near you, so don’t feel shy and send us your links.
Source: Adverblog