UK government has launched a campaign urging youngsters to talk more openly about sex and contraception in a bid to curb rising teenage pregnancy rate.
The advertising program titled "Contraception. Worth Talking About" will feature snippets of "contraception conversations" in speech bubbles.
The step comes after figures earlier this year suggested the government's target of halving teenage pregnancy rates by 2010 might not be achieved.
The campaign pushes people aged 16 to 24 to talk openly about sex with partners, friends, parents and health professionals.
Public Health Minister Gillan Merron emphasized on the point.
"There is a method of contraception to suit the lifestyle of everyone, and it's right to talk about these options," the BBC News quoted her as saying.
She added: "The campaign is designed to change attitudes and show young people that having open conversations with their partners, friends, parents and health professionals is a must - it isn't something to be embarrassed about."
Also, Children's Minister Dawn Primarolo elaborated: "Through compulsory sex education at school and health advice to teenagers, we are supporting young people to delay early sex, and to make sure they use effective contraception when they do start having sex.
"This is vital if we are to keep teenage pregnancy rates on their downward trend, and to prevent the spread of sexually transmitted infections."
Data published in February had showed the increase in conceptions per 1,000 15 to 17 year olds from 40.9 in 2006 to 41.9 in 2007.
The teenage pregnancy rate in the UK is Europe's highest.