Teenage pregnancy is on the rise. We had to be provacative in our approach. Just the idea in it's roughest form was very hard hitting. The line "one condom saves both lives" really gave the message the extra punch. Whenever you have a great idea like this, you have to make sure to pay extreme attention to detail.The photography had to have contrast.
We approached Jim Fiscus, the photographer, with samples ranging from Norman Rockwell to 1950's Vogue magazine covers. We felt the photograph had to have an innocence to it. (D&AD, Silver Cannes Lion, One Show and many other shows)
