With so many infections that can easily be caught, having sex without a condom is a lottery. Hence 'The Sex Lottery' campaign. It includes four lottery-style scratchcards that entertain and inform people of all the different infections and how easy they are to catch if you have unprotected sex. They were distributed nationwide in pubs, bars, nightclubs, student campuses and medical clinics. Also included are posters in pub/nightclub toilets, press ads, beermats, radio ads and online work. The campaign informs people of the risk involved in unprotected sex, and of the many different infections, in a humorous, engaging tone of voice.

"We are extremely happy with the Sex Lottery campaign. We needed a powerful idea to express the risks of catching STIs in an action-provoking way. The 'lottery' idea perfectly encapsulates the idea of risk using language and terminology familiar to all, with humour involving and engaging the listener before the serious hard-hitting facts are delivered. Whilst we have no formal tracking data yet, anecdotal and qualitative research evidence suggests a very positive response from consumers, and health workers in the Field are very much behind the campaign." Karen Gregory, Senior Marketing and Communications Manager, Department of Health.