2 not 20

Having worked on an awareness and advocacy program recently for Trojan I am well versed in engaging a younger audience with content: curated, DIY, celebrity-endorsements, etc. A recent government outreach program in England about safe sex went after the same audience via the mobile channel and the results were uh, well limp. Good intentions, right channel, interesting mobisode content play. What killed the program was the fact that each mobisode was 20+ minutes long! In doing our research for Trojan, we arrived at a medium unit of content size at 2min for a variety of reasons. Read about the whole mess here.