NHS Leicester City has launched a new internet teen drama series ‘Kicks’ as part of its hard-hitting Teenage Pregnancy and Sexual Health campaign.

The six-part mini-series follows the Trust’s recent ‘Teenage Kicks’ viral which achieved over two million hits when it launched a few weeks ago.

Its been developed by The Rocket Science Group, and has been created in a gritty ‘Skins’ style drama to appeal to its target audience. Midlands-based actors have been used and Leicester landmarks are easily identifiable throughout the episodes – again to appeal to local young people.

Garo Berberian, head of media at The Rocket Science Group, said: “NHS Leicester City should be commended for taking such an innovative approach in its marketing to young people.
 
“We were tasked to create a viral and follow up series that would appeal to a sceptical and hard to reach target audience in an area with a higher than average teenage pregnancy rates.”
 
Claire Eades, the docu-drama’s writer and director, said: “The creative challenge was to make a drama series that had to include the key messages around sex and relationships without being preachy or patronising to teenagers.”

The campaign began with a viral film, launched on YouTube, which appeared to show a girl giving birth on a playing field. The clip has been viewed more than two million times.
 
Young people can tune in to each episode of the mini-series via the website www.hey-babe.co.uk. At the same time they can also use the site to get answers to frequently asked questions on sex and relationships as well as  information on contraceptive services in the city.
 
Liz Rodrigo, a public health specialist at NHS Leicester City, said: “The docu-drama was made to appeal to 15-17 year olds in the city.
 
“The script was based on issues raised by young people during our research and we had lots of input from the local actors who star in the series.It is different from the kind of sex education films people of my generation will remember cringing at.
 
“The storyline shows the characters making different choices about sex. By screening the drama on our website www.hey-babe.co.uk  young people can instantly get credible information and advice if the plot raises any concerns.”
 
Episode one of the drama is now available on the site.
 
This is a joint campaign from Leicester City Teenage Pregnancy and Parenthood Partnership which brings together resources from NHS Leicester City and Leicester City Council.