Mainliners is a grassroots charity that promotes health education within hard to reach inner city communities.
It wanted Ideology’s help with a youth health project to inform young people about the risks of drugs and unprotected sex. The target market was people aged 12-21.
Ideology came up with a radically different way of presenting the educational message.
Instead of a traditional leaflet, the information was presented in a “pick up and keep” key ring format using cut out shapes, and fun colours/imagery. These were distributed in local bars, cafes and hairdresser shops in South London.
The campaign was a huge success with the key rings literally flying out of the distribution points and a big upsurge in young people making contact with the telephone hotline.