Through the Media Asian Sexual Health (MASH) Fund, Soft Touch worked with young people to make two TV adverts with safe sex messages for national and local Asian TV.
We worked with a young people’s drama group based at Soar Valley Community College – their challenge was to come up with ideas which were going to get across clear messages without being too controversial.
The group identified as a key issue the fact that young Asian people and their parents simply did not talk about sex and relationships, both sides finding it difficult to broach the subject. So they came up with the idea of making two linked adverts, one encouraging parents to talk to their children and the other encouraging young people to talk to their mums and dads. The resulting ads combine Bollywood style, reminiscence, dreamlike fantasy and straight acting – all in 30 seconds each.
The MASH Fund was managed by Leicester, Leicestershire and Rutland Health Promotion Agency.