"Want respect? Use a condom" campaign included a specially-made drama series, called "Thmbnls" which cost £250,000.And when it was discovered and challenged by the Taxpayers’ Alliance, what was their answer?
But only 5,576 mobile phone users signed up for the videos, which meant it cost £45 per subscriber when set against the cost of the film.
Incredibly, it was ‘Hey, we didn’t even expect to get that many downloads!’:
The government said the campaign was a success and the number of subscribers had exceeded its own targets.So, they actually budgeted for it to cost more per user than £45...?
Susie Squire from the Taxpayers' Alliance said: "Too often the government engages with gimmicky marketing and gimmicky advertising because they think they are going to reach a new audience.Well, sure. In the real world.
"I think when it comes to spending taxpayers' money, particularly on healthcare issues, they should be going for the most effective approach, not the most fashionable."
In the crazy world of government waste, anything goes!