How do you get men and women (let alone teenagers) to find out more about what is potentially a taboo and, to some, an embarrassing subject? Make it cool. Make it sexy! The Health Education Authority had not updated its Sexual Health information for over a decade and the existing literature was visually and editorially outdated. We recognised that the existing design,

‘illustrations’ and formats were a major factor in why the public were ignoring them in health centres and surgeries. We re-designed the booklets making them photography led, proposed a separate booklet for young people and created a strong overall identity that enticed through the use of bold colour and information made accessible through fact-boxes and easy to follow check lists.