The group identified as a key issue the fact that young Asian people and their parents simply did not talk about sex and relationships, both sides finding it difficult to broach the subject. So they came up with the idea of making two linked adverts, one encouraging parents to talk to their children and the other encouraging young people to talk to their mums and dads. The resulting ads combine Bollywood style, reminiscence, dreamlike fantasy and straight acting – all in 30 seconds each.
The MASH Fund was managed by Leicester, Leicestershire and Rutland Health Promotion Agency.
