Although there has been a proliferation of sexual imagery in our culture and media in recent years, according to the government, many people still feel awkward and difficult actually talking about sex.
While launching the government's Sex - Worth Talking About initiative last week, public health minister Gillian Merron said: "Sex still seems to be taboo - too many of us are holding back from having the open conversations that young people need to make informed decisions."
Run jointly between the Department of Health and Department for Children, Schools and Families, the campaign is bold in seeking to promote more open discussions about sex, relationships and contraception among 16- to 24-year-olds and their parents. The campaign's initial phase, Contraception - Worth Talking About, features adverts in broadcast and in print, showing snippets of "contraception conversations" in speech bubbles in a variety of everyday settings, such as a shopping centre or in front of the television. It will shift its focus to raising awareness of chlamydia in the new year.
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