Contents
Sex. Worth
talking about
Sexual Health and Teenage
Pregnancy Campaign
These guidelines have been produced to
help you ensure that design and copy
remain consistent in style and tone of voice,
across all materials produced to support
the “Sex. Worth talking about” campaign.
Voice of
narrator
Contents
Campaign vision
Sex.
Worth
3 Campaign
background
talking
about
4 The brands
we are creating
Sexual
Health and
Teenage
5 Which
logo
to use
Pregnancy Campaign
6
7
Sub-brand message and audiences
Scenarios
Creative idea
8
9
13
14
15
Campaign tone of voice
Speech bubbles
Body copy
The condom line
Logos and colour ways
Voice of
narrator
Design elements
18
19
20
22
23
24
25
26
27
Straplines
Typography and fonts
Layout principles
Positioning the NHS/DfE logo
Positioning partner logos
Using the correct call to action
Featuring helplines
Campaign Literature
Photography principles
Legal considerations
28 Usage agreements
Approval process
29 Campaign partner
approval process
2
Campaign
background
Campaign
tone of
voice
Logos and
colour ways
create consistent authorship and tone across the
The ‘Sex. Worth talking about’ campaign forms part
campaign. The umbrella campaign brand is
of the Sexual Health and Teenage Pregnancy
‘Sex. Worth talking about’.
communications activity. ‘Sex. Worth talking about’
has been developed as an umbrella campaign
Research found ‘Sex. Worth talking about’ to be a
identity. Falling under this will be communication
strong campaign property that delivered a unifying
focusing on: Contraception, chlamydia testing,
marque as well as adding gravitas to the message.
knowledge and understanding of sexual health
The everyday, straightforward tone, is viewed as a
matters and the ability to communicate and
significant feature of the overall take out:
negotiate sexual relations.
The brands
we are
creating
At the heart of this campaign is the belief that
talking plays an integral role in driving safer sexual
attitudes and behaviours. Key to this is creating a
culture of open, mature, non prurient and informed
discussion about sex and relationships.
Sub-brand
message and
audience
The campaign aims to raise the importance of
teenage pregnancy and sexual health issues
amongst a broader audience than ever before.
Consequently, one umbrella teenage pregnancy
and sexual health brand has been developed to
Speech
bubbles
Straplines
•You’ll get something out of this communication
•You’ll get something if you talk too
It talks about sex in a positive and open manner
which encourages people to be more open and
confident and features conversations which people
can use themselves. It encourages discussion
by adding gravitas to the issue without feeling
daunting, or scaring people off.
Body
copy
Typography
and fonts
All campaign activity has been developed out of
extensive qualitative research.
3
The brands
we are
creating
The national “Sex. Worth talking about” campaign
was launched in November 2009. The NHS and
Local Authorities can build on its success by using
the assests to help deliver their own local or
regional programmes.
Sub-brand
message and
audience
When planning locally or regional activity the
following needs to be considered. As the campaign
is made up of multiple strands and needs to speak
to multiple audiences, it is absolutely critical that
the work and branding devices are integrated so
that we achieve the desired ‘sum of the parts’ effect.
The branding device of two overlapping speech
bubbles has talking at the heart of it. There are
three core campaign logos which will sign off
elements of the campaign. Each strand is clearly
signposted and grounded by ‘worth talking about’
which acts as an affirming statement, adding
gravitas to the topic/subject of the campaign.
Which logo
to use
Speech
bubbles
Straplines
people how to start having conversations about
sex and relationships.
Body
copy
Typography
and fonts
The campaign launches with two sub-brands that
have been firmly rooted in the umbrella identity, but
have been given their own look and feel (their own
shape & colour palette) which helps distinguish each
specific stand of activity. These strands are signed
off by their topic area:
•Contraception. Worth talking about
•Chlamydia. Worth talking about
Scenarios
Layout
principles
‘Sex. Worth talking about’ forms the umbrella
identity which may be used to sign off any broader
contextual pieces, non-specific partnership/
stakeholder activity and when the task is to show
4
Which logo
to use
Scenarios
Layout
principles
The
condom
line
Positioning
the NHS/
DfE logo
Umbrella identity
Used to sign off against any broad contextual
pieces, for example non-specific partnership and
PR activity.
Sub brands
Firmly rooted in the umbrella identity, but given
their own look and feel which helps distinguish each
specific strand of activity.
These logos should be used as a sign-off
for communications with a specific focus on
these subjects.
Positioning
partner logos
5
Sub-brand
message and
audience
Body
copy
Typography
and fonts
Scenarios
Layout
principles
The
condom
line
Positioning
the NHS/
DfE logo
•Primary: Women 16–24yrs
•Secondary: Women 25–34yrs
Which logo
to use
•Overheard by: Under 16s, Healthcare Practitioners
and parents (the campaign is not specifically
targeted at them but they may overhear the
messages which should still resonate with them)
•Primary: S
exually active men and
women under 25yrs
•Overheard by: Under 16s, Healthcare Practitioners
and parents – as above
6
Scenarios
Scenarios should be as realistic, down to earth
and as natural as possible. Authenticity is key
throughout this campaign. In each of the
scenarios chosen a focused effort has been
made to ensure that they are representative
of everyday real-life situations.
The
condom
line
V
n
Layout
principles
Positioning
the NHS/
DfE logo
All the conversations happen in normal
everyday scenarios (out of the heat of the
moment) that people find themselves in.
We want the conversations to take place
naturally between several key audiences:
Parent to teenager, young person to young
person, partner to partner, healthcare
practitioner to patient.
Positioning
partner logos
7
Campaign
tone of
voice
Research has shown that using everyday language
and tone to address topics of this nature actively
encourages behaviour change. It is important that
we do not come across as an instructional voice
telling people what to do. Our aim is to encourage
action by presenting the facts/ information in
a peer to peer tone. All language used within the
campaign should be:
Speech
bubbles
Logos and
colour ways
Ca
pa
pr
Usage
agreements
C
Straplines
•Grown-up, matter of fact, honest
•Friendly & inviting
•Conversational
S
ta
•Understanding & empathetic
•Authentic & naturalistic
Body
•A use of light humour is acceptable
copy
Se
Pre
Typography
and fonts
8
V
Speech
bubbles
C
Straplines
S
ta
The ‘Sex. Worth talking about’ campaign uses
speech bubbles to represent real people and the
everyday conversations they’re having about sexual
health. The campaign uses three different styles
of speech bubble to represent the different voices
of the campaign.
Body
copy
Scenarios
Se
Pre
Typography
and fonts
V
n
Layout
principles
9
Campaign
tone of
voice
Speech
bubbles
Speech
bubbles
Campaign
partner approval
process
Contents
Straplines
The Voice of the individual
The voice of the narrator
This style of speech bubble represents the
voice of the campaign.
This style of speech bubble represents the
different characters who are having the
conversation.
This style of bubble is used to represent
the voice of the narrator.
Body
copy
Body
This should be used to sign off the
copy
campaign
and the text within it replaced
by the relevant strap line: i.e. ‘Sex. Worth
talking about’, ‘Contraception
worth
Typography
talking about’, ‘Chlamydia worth talking
and fonts
about’ etc…
Scenarios
Scenarios
C
Straplines
The Voice of authority
The
Usage
agreements
Logos and
colour ways
Layout
principles
Positioning
Typography
and
These
speechfonts
bubbles should only be used
when representing two people having a
conversation.
Layout
principles
S
ta
Se
Pre
These speech bubbles should be used to
Sex.
Worth
frame headings
or sub-headings
in
talking
about
literature or online. It should always use the
Sexual Health and Teenage
campaign font.
Pregnancy Campaign
V
n
Voice of
narrator
10
Speech
bubbles
Speech bubbles as individuals that allude
to a character’s approximate age, gender
and personality
Body
3 elements
inject personality into the
speech
bubbles:
copy
C
Straplines
S
ta
Se
Pre
Typography
and fonts
•The shape
•The texture
•The typography – 1 or 2 emphasis words in
different type communicate the sentiment of the
conversation and the emotion of the individual
NB: Speech bubbles should always be designed
to point towards each other and to mimic a two
way conversation.
Scenarios
V
n
Layout
principles
11
Speech
bubbles
C
Straplines
Text within the speech bubbles
S
ta
Accessibility:
The text within the speech bubbles adds a further
Care should be taken to ensure that all fonts/
dimension to character development. To ensure
designs for lettering within the bubbles are a
that messaging resonates, it is vital that the
minimum of point size 12 and that they are clear
language feels authentic, real and everyday in tone.
and can be easily read. Special attention should be
The characterised speech bubbles must always
given to the colours used insuring there is enough
represent the voices of real people and never be
contrast between backgrounds and lettering.
used as placeholders for overt campaign messaging.
Body
copy
Se
Pre
Typography
and fonts
Key words within the speech bubbles
When using speech bubbles to represent the
individual, key words are selected to highlight.
Research has shown that these words often serve as
a shortcut for the consumer to the message. As
such, care should be taken to ensure that the
short-hand take out is not negative. For example,
highlighting ‘chlamydia’ in one bubble and ‘good’ in
another would not work.
Scenarios
V
n
Layout
principles
12
S
ta
Body
copy
The body copy in the ads should be used to
reinforce the messaging within the speech bubbles
and give the reader more information.
Scenarios
Research
learnings:
Research has taught us that when composing body
copy we should be careful not to go into too much
detail. The information delivered within the body
copy should give the basics required for the
consumer to fully understand the execution’s
intentions, but should not stray into more detailed
information which the consumer would expect to
get from a healthcare professional. For example:
Body copy for the Contraception strand of activity
should provide a brief explanation of the
contraceptive option being discussed and portray
the benefit but should not include detail of how that
contraceptive method is fitted (i.e. into the womb…)
The
condom
line
Se
Pre
Typography
and fonts
V
n
Layout
principles
Positioning
the NHS/
DfE logo
13
Positioning
the NHS/
DfE logo
The
condom
line
We always include a line about condoms as a
friendly prompt at the end of the body copy to
ensure our audience are always safe and protected.
Positioning
partner logos
This line is normally: ‘Remember, condoms are the
best way to protect against STIs’.
In the contraception strand, this changes to:
‘Remember, you won’t be protected against STIs
without a condom’.
NB: It is important to note that for radio it may
not always be appropriate to use the condom line
within the contraception strand. For example when
there are several key messages to communicate,
the inclusion of the condom line may distract
from or dilute the key messages. This should be
judged on an individual basis. For the chlamydia
strand the condom line should always be included
without exception.
Using the
correct call
to action
14
Logos and
colour ways
Usage
agreements
Campaign
partner approval
process
The pink & blue logo is the master logo.
This will be used when signing off broad campaign
pieces of comms e.g.:
Straplines
•Work which contains multiple strands of messaging
Contents
•The consumer website: nhs.uk/worthtalkingabout
The font used in this logo will be consistent across
all campaign literature.
Sex. Worth
talking about
Typography
and fonts
Sexual Health and Teenage
Pregnancy Campaign
Voice of
15
Logos and
colour ways
Usage
agreements
Campaign
partner approval
process
Master logos by strand
Different shaped logos are used to sign off each of
the strands.
Straplines
The central colour of the logo represents the colour
of the strand and can be used when a flat colour is
needed for headlines & block colour in literature.
Contents
The secondary colours can be used for sub heads.
Sex. Worth
talking about
Typography
and fonts
Sexual Health and Teenage
Pregnancy Campaign
Voice of
16
Logos and
colour ways
Usage
agreements
Campaign
partner
approval
Different
Shapes
Different Shapes
process
Core Logos
Core
logos
Primary
AA compliant
Straplines
Colour Options
The core logo for each strand should be used
in all instances where it is possible. If there is a
reason why this core colourway will not work,
you may pick from the other colourways available.
The shape of the logo for each strand should
never change.
Colour options
A core colour and shape palette
across the strands
HEX 8163AB
Secondary
C0 M70 Y0 K0
R241 G115 B172
HEX F173AC
Secondary
C52 M11 Y0 K0
R158 G193 B227
HEX 70BBE8
Primary
C83 M44 Y7 K0
R33 G125 B184
AA compliant
HEX 217DB8
Secondary
C31 M0 Y81 K0
R186 G215 B92
HEX BAD75C
Secondary
C55 M0 Y0 K0
R161 G207 B233
HEX 8DD7F1
Primary
AA compliant
HEX E40089
C0 M45 Y0 K0
R243 G163 B199
HEX F5A3C7
Secondary
C20 M0 Y100 K0
R215 G223 B35
HEX D7DF23
Primary
C76 M27 Y86 K12
R67 G132 B77
HEX 43844D
Secondary
C70 M15 Y0 K0
R41 G170 B226
HEX 29AAE2
Secondary
C31 M0 Y81 K0
R186 G215 B92
HEX BAD75C
Primary
AA compliant
C4 M100 Y66 K0
R191 G27 B64
HEX E21B4B
Secondary
C0 M50 Y100 K0
R247 G147 B30
HEX F7931E
Secondary
C0 M19 Y100 K0
R255 G205 B2
HEX FFCD02
Primary
C59 M86 Y21 K0
R131 G72 B133
AA compliant
Contents
C4 M100 Y0 K0
R189 G5 B131
Secondary
AA compliant
Typography
and fonts
C56 M69 Y0 K0
R129 G99 B171
Sex. Worth
talking about
Sexual Health and Teenage
Pregnancy Campaign
HEX 834885
Secondary
C20 M49 Y0 K0
R199 G144 B192
HEX C790C0
Secondary
C0 M47 Y100 K0
R248 G153 B29
HEX F8991D
Voice of
17
Straplines
When the strapline is written rather than
represented by a logo it should be written
in the following way:
Typography
and fontsWorth talking about
•Contraception.
•Sex. Worth talking about
Contents
Sex. Worth
talking about
Sexual Health and Teenage
Pregnancy Campaign
•Chlamydia. Worth talking about
When the strapline is featured as a logo
the full stop is not included.
Layout
principles
Voice of
narrator
18
Sex. Worth
talking about
Sexual Health and Teenage
Pregnancy Campaign
Typography
and fonts
Fonts
The campaign uses three font weights for
supporting copy:
Layout
Gotham Book, Medium and Bold
principles
Body copy should always appear in upper and
lower case Gotham Book and be ranged left, with
paragraph spacing. On press and poster artwork
this should be positioned along the bottom left
of the layout next to the particular strand logo.
Copy within the paragraph can be emphasised
using Gotham Medium.
Sub headings, URLs and other prominent text
should be set in Gotham Bold.
Positioning
the NHS/
DfE logo
It is illegal to supply typefaces. Please purchase
them from your usual font supplier. Gotham can be
bought online from the foundry, Hoefler & FrereJones, at http://typography.com
Gotham Book
Voice of
narrator
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Gotham Medium
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Gotham Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
19
Layout
principles
Voice of
narrator
Photographic imagery
Wherever possible the size of the image
should be full page including bleed.
Positioning
the NHS/
Selected
images should be positioned
and
cropped
to allow maximum legibility
DfE logo
of the speech bubbles.
Care should be taken with the use of people
in the background. Any extras used should
be far enough in the background for it to be
very clear that the speech bubbles do not
represent their voices.
Positioning
partner logos
20
Voice of
narrator
Layout
principles
Copy sizes
Body copy Gotham Book
12pt / 15.5pt leading
with 3mm paragraph spacing.
Positioning
the NHS/
Body
should be ranged left on all lines.
DfEcopy
logo
Subs, URLs etc. Gotham Bold
15pt / 15pt leading
with 3mm paragraph spacing.
Logo sizes
Width on press executions is 60mm.
Positioning
partner logos
Talking to teenagers about contraception doesn’t have
to be a big deal. Just let them know that there are lots
of options, and that a doctor or nurse can help them
find the one that’s right for them. And remind them that
they won’t be protected against STIs without a condom.
50mm
nhs.uk/worthtalkingabout
10mm
10mm
5mm
60mm
5mm
10mm
21
Positioning
the NHS/
DfE logo
Minimum A3 logo
width = 30mm
The minimum width of NHS logo is 30mm and
it sits in the top right corner of the layout.
Positioning
logos
partner
Please see NHS
guidelines for further
10mm
information: www.nhsidentity.nhs.uk
10mm
Minimum A3 logo
width = 30mm
10mm
NHS logo
10mm
ANYWHERE
Logo exclusion
Logo exclusion
Using the
correct call
to action
10mm
Minimum A3 logo
width = 55mm
10mm
Logo exclusion
22
Minimum
A3 logo
width
30mm
10mm
Positioning
partner logos
10mm
Stakeholder
logo
Logo exclusion
Partner logos should be placed to the left of
the NHS logo which should always sit in the right
hand corner as shown. They should always be
in size proportion. The partner logo should be
outside of the NHS logo exclusion zone.
Using the
correct call
to action
Local
authorities and NHS organisations
are encouraged to make use of the Sex,
Contraception or Chlamydia, Worth Talking
About logos to link their local work to the
campaign as appropriate and should use this
layout as a guide as part of our teenage
pregnancy and sexual health strategy.
Featuring
helplines
Talking to teenagers about contraception doesn’t have
Talking
teenagers
about
contraception
to be atobig
deal. Just
let them
know that doesn’t
there arehave
lots
toofbe
a big deal.
letdoctor
them or
know
that
there
lots
options,
and Just
that a
nurse
can
helpare
them
offind
options,
and
that
a
doctor
or
nurse
can
help
them
the one that’s right for them. And remind them that
find
the
one be
that’s
right for
them. STIs
And without
remind them
that
they
won’t
protected
against
a condom.
they won’t be protected against STIs without a condom.
50mm
nhs.uk/worthtalkingabout
nhs.uk/worthtalkingabout
10mm
10mm
5mm
60mm
5mm
10mm
23
Using the
correct call
to action
For print the call to action should always be the
campaign URL:
Featuring
For
radio the call to action should be ‘Search online
helplines
nhs.uk/worthtalkingabout
for worthtalkingabout’.
For TV the call to action should be the URL as a title
held for 5 seconds.
For the Contraception strand, it is advised that the
URL be preceeded with ‘talk to a doctor or nurse to
find the contraception that’s right for you!’.
Campaign
literature
24
Featuring
helplines
The Sexual Health line is 0800 567 123
Campaign
literature
For advice for under 19s, call 0800 28 29 30
Other services and sources of help include:
•Brook: 0808 802 1234 or
www.askbrook.org.uk/question.asp
•Family Planning Association: 0845 122 8690 or
www.fpa.org.uk/Information/WherecanIgetinformationandadvice/AboutAskWES
•Terrence Higgins Trust: 0845 12 21 200 or
www.tht.org.uk/contactus/enquiryform
Photography
principles
25
Campaign
literature
This example shows a typical page for Sexual
Health and teenage pregnancy campaign
literature. These type guidelines are to help
keep a consistent look throughout all material.
When developing any new literature this
should be used as a guide template.
Photography
principles
Qui apidipitat. Conest ut hillitatur?
Ga. Ut et prat odit hitaqui blaborem.
Dolorro berupta nos ute et, simin nobisin
net digenti atibusc ipsamus dolorerit et
dolleceribus eatur, volorrum verfero etum
hario. Ita corum qui intiis sam, nonsed qui
vel moloreius.
Lo maiorerem ea velestinctae rese
eveliquis quatur? Pores pelloressi
tecaborum il eium earume cum quisquiant.
Od miliquibusam dit ium, quia venis etur,
leaf.indd 2
officip idiciis eati beatis renihic iaturer
untiam inusto consecabor restruntur, core
inimili gendam ipsam, sunt exerro
dolupienis moluptatibus si te dolum
inusam fugit audae nobitam lam estium
vente arum rerovite eate ditatquist.
enditatiis poditatures quodita
Coreperae aut hite ma saperat iscientur
recea plamus quis que et fugia num,
oditatur, cum, offici conet, conectatem
fugitat ionsequunt aspitat alit vollupta nus
et ullorempor archicima volorest, qui net
exceperum fuga. Ihilibus quidunt asitae
poribus porpores serrum atem fugit venia
ant et fuga. Ut et inus doluptati tem siti
comnim quis sinusdandi voluptaepe ommo
blaudit pliquas sitaqui temporum quam,
sum quiaspe riorepelecte voluptae
veriossit fuga. Itatquaes veni il int.
Imus eum, sa volorendi utemoluptur
molessedi quo et acium derum qui qui
magnimpor sundictum del ipsum non es
acium volorro quibus quibust as ma in.
nhs.uk/worthtalkingabout
27/11/2009 10:40
26
Photography
principles
When choosing photographic locations for the
shots we went for generic town backgrounds so
that it looked like the scenarios could be taking
place anywhere in the UK. They had to have an
everyday feel, to get across the everyday
conversations that are taking place about issues
surrounding sexual health.
the background location so colours need to be
vibrant and focus needs to be sharp. The bubbles
are situated where people usually would appear and
the camera angle should be on their level, never
looking down or looking up at them.
To avoid the scenarios looking like they are in an
unpopulated world, we can use extras in the
backgrounds. This adds to the sense of ‘everyday’.
Things like shopping centres, homes, walking
However, the extras are incidental and should never
in the street, at a bus stop, outside a café.
be interacting or reacting to the bubbles, they
Just everyday places.
should just be getting on with their day and are not
Styling wise, the scenarios need to look normal and,
making a big deal about the bubbles being there.
in the case of any indoors shot, lived in. Locations
They should also never be in a position where it
should be as inclusive as possible.
looks as if the speech bubble is coming from them.
On a similar note, the bubbles should never be
The heroes of the shot are the speech bubbles.
Composition-wise, they are prominent central within positioned so they look like their content is coming
from an inanimate object.
the shot so they are the first thing that grabs the
viewer’s eye. The bubbles need to stand out from
27
Usage
agreements
Campaign
Contents
partner approval
process
NB: It is every Stakeholder’s responsibility to ensure
they adhere to the usage expiry dates for all
creative they wish to utilise. Please refer to the
toolkit on the campaign resource page of the Sexual
Health Professional website for information on
usage for all creative. The toolkit can be accessed
by following the link: http://www.nhs.uk/
sexualhealthprofessional/Pages/campaignresources.aspx.
Sex. Worth
talking about
Sexual Health and Teenage
Pregnancy Campaign
Contents
Sex.Voice
Worthof
talking about
narrator
Sexual Health and Teenage
Pregnancy Campaign
Voice of
28
Campaign
partner approval
process
If you are interested in using any of the assets you
have seen within the document or would like to create
your own material for use within the Sex. Worth talking
about campaign, please refer to the toolkit on the
campaign resource page of the Sexual Health
Professional website for information on usage for all
creative. The toolkit can be accessed by following the
link: http://www.nhs.uk/sexualhealthprofessional/
Pages/campaign-resources.aspx.
Contents
Sex. Worth
talking about
Sexual Health and Teenage
Pregnancy Campaign
TV:
Radio:
Implant / Injection 30”
Implant / IUS 30”
Implant / IUD 30”
Voice of
29