£250,000 safe sex campaign slammed

A £250,000 Government safe sex campaign aimed at teenage mobile phone users has been criticised for its low impact.

The "Want respect? Use a condom" campaign included a specially-made drama series accessed through mobile phones, called "Thmbnls" and costing the six-figure sum.

But according to the BBC, only 5,576 mobile phone users have so far signed up for the videos.

This means the scheme has cost £45 per subscriber since its launch four months ago.

The specially-commissioned series comprises 22 one-minute episodes that feature six teenagers discussing relationships and contraception issues.

They are available as free mobile downloads to users through the Thmbnls website, with the project being billed as the UK's first interactive mobile drama.

Toby Beresford, commercial director of London-based social media agency Nudge, said he expected a much greater take-up.

He told the BBC: "With a quarter of a million pounds, I'd be looking for at least half a million people to sign-up."

Susie Squire, from the Taxpayers' Alliance, added that the Government was quick to use "gimmicky" marketing campaigns.

She said: "Too often the Government engages with gimmicky marketing and gimmicky advertising because they think they are going to reach a new audience. I think when it comes to spending taxpayers' money, particularly on healthcare issues, they should be going for the most effective approach, not the most fashionable."