Again, the british police are also choosing an appropriate subject: i.e. their message is all about content, and less about the approach being used to convey that message. I will not go into discussing the issue itself -- regardless of how blatantly against it I am -- just because it's out of scope here and now.

Still, here's how the police in the UK think is the best way to approach and inform the youth on the subject (from the full article):

As part of Devon and Cornwall Constabulary's sexual offences awareness campaign, which is running this week and includes the release hard-hitting cinema advert, the force is making use of the Facebook website and Bluetooth devices.

The force says it is the first time it has used such a website to communicate targeted crime prevention messages.

Two separate adverts have been produced to target men and women. The male advert reminds users in the two counties that "no consent + sex > rape" while the female advert aims to remind women that "rapists are not always strangers".

The Bluetooth campaign will see a mini-story extension of the cinema advert sent to receptive devices in pubs and nightclubs in Devon and Cornwall.

A spokesman for the force said the Bluetooth campaign would tell the same story from both the male and female perspective, naming characters from the cinema adverts as Dan and Chloe.

Here's the message being sent to participants' mobile phones:



It's also interesting that the police are also venturing into social media networks marketing, also promoting their campaign on Facebook:

They added: "We are really excited to be using new media in this way.

"We haven't used Facebook in a crime prevention before, but we are always looking at new and innovative methods to get crime prevention messages to traditionally hard to reach audiences.

"Advertising on Facebook is a low cost method of really targeting our messages to specific audiences at a local level."

A great example of how proximity marketing using bluetooth can be used for much more than just advertising. Good stuff!