PAUL HANCOCK

When the campaign launched, England had the highest rates of teenage pregnancy in Europe. The intention was to go deeper than the medical facts of contraception - and associate condom use with the most powerful currency amongst teenagers: respect from their peer group. We deliberately didn't brand the campaign, other than with the 'Want Respect?' symbol, so that teenagers wouldn't feel they were being lectured to. The result? 83% recognition. With 58% of teenagers more likely to use a condom. And, by 2009, a 7.5% fall in pregnancies among 15-17 year olds - the lowest level for almost 30 years.