The's Summer Clubbing campaign targets the scores of teenagers heading overseas to places such as Ibiza and Ayia Napa where they may encounter sex, drugs and health problems.

"It's not about saying don't sleep around or take drugs as that will never work,

says Jamie Thomas, marketing director at YouthNet, which runs "It's more about know what you're taking and how it will affect you so you can do it as safely as possible."

The Summer Clubbing campaign includes information on drugs and sexual health and additional features such as tips about staying on the right side of the law and a discussion board.

An interactive game designed by digital agency Digital Outlook will be used to promote the campaign and drive visitors to The site will include a Pull-o-meter game that allows people to compare their pulling tactics and rate their skills.

"The choices they make include serious stuff like have you got condoms through to dafter stuff like what are you wearing,

explains Thomas.

"The results page shows how they did and suggests they go to to get better tips and advice on how to pull and club safely."

The game will be promoted on youth web sites and chatrooms, while the clubbing campaign will be marketed with banners on music and clubbing sites.

A competition will also run on sites including Clickmusic, where players text message answers to win a holiday to Ibiza. YouthNet will also use its own email lists to promote the game and encourage recipients to pass on details about the site to other friends and family.


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