A new Safe Sex campaign by Brisbane agency Engine Group – the first of its kind in the state – was launched last month by Queensland Health.

Engine Group was engaged by Queensland Health to adapt the highly successful NSW Health Safe Sex. No Regrets campaign for Queensland audiences.

The joint Queensland Health and Family Planning Queensland initiative involves online, street press, ambient activity, and targets specific segments.

Engine Group managing director, Brent Jarvis said, “The research really stressed that our target groups were cynical and had heard it all before, so we had to ensure that the concepts we adapted were strong, relevant and the message very direct.

“It pulls no punches but initial testing tells us that it really works against our targets and does make them sit up and take notice,” he said.

www.enginegroup.com.au/news

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The Australian Retailers Association (ARA) has criticised the Queensland Prevention Alliance’s call last month for a total ban of food and drink advertising directed at children.

ARA executive director Richard Evans said a ban on advertising completely legal products and services was stripping retailers of their right to compete against opponents in the marketplace.

“Advertising is a competitive tool used as part of any standard marketing mix. For many retailers the only time to reach busy working mums with advertising messages is when they are watching television or spending time with their children – and it is the retailer’s prerogative to exercise this right. This is an attack on retailers’ right to compete and a government that supports the ban of food and drink advertising is a government that supports anti-competitive behaviour.

“If we start to consider the total ban of food and drink advertising – keeping in mind these are completely legal products – one has to wonder where the line will be drawn,” Mr Evans said.

www.retail.org.au

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