Set by Bandujo in New York, the brief asked me to create a campaign aimed at the parents of teens aged 12-19 in the South Bronx, informing them of ways to “reduce their child’s risk of unintended pregnancy”.

My insight was that most teens have never had 'the talk' with their parents about sex, making them go elsewhere for information - in this case, the internet. But, the results can be misleading or incorrect.

My proposition was then formed - "'The talk' should come from parents and not the internet."