El Sexo No Es Un Juego (Sex Is Not a Game) was a mass mass-media campaign with two parts, one designed to raise awareness among young people about sexual health and encourage the delay of first sexual activity, and the other to encourage parents to speak with their children about sex. The youth-focused campaign centred around a group of animated friends who spoke honestly and with humour about the consequences of having sex at an early age, as well as about the importance of talking about sex with parents. This group of friends belonged to a world called "Parque Tropical" represented in television spots, radio spots, posters, stickers and a brochure. PSI also engaged a local Regguetón artist, Don Miguelo, to record a song and film a video called "Tu Futuro Esta en Tu Mente" (Your Future Is In Your Mind) to complement the youth-focused portion of the campaign.

The campaign directed towards parents took the key message that "El Silencio es Peor" (Silence is Worse) and represented it in various materials that encourage parents to talk with their kids. The call to action in the campaign was that the only option a parent has is to confront the subject and talk to their kids. The parents' campaign included support materials to enable parents to begin talking with their kids. In much of the research, PSI/Dominican Republic found that parents do not discuss the subject of sex because they do not know how to do so. The booklet produced in this campaign aimed to offer a very clear communication strategy, in part by providing specific questions Dominican youth of both sexes want answered and explaining how to start a conversation by using everyday surroundings or occurrences, such as a graphic song on the radio.

The campign was carried out through partnership with the mass media and with local non-governmental organisations (NGOs) in an effort to reach both broad audiences and community members as well.

Sexual Health, Youth

This campaign is a follow-up to the "Trusted Partner" HIV/AIDS prevention campaign designed for youth aged 15 -24. Media and health impact studies conducted at the end of that campaign in 2004 revealed that youth in the Dominican Republic are beginning their sexual activity increasingly earlier. As much as 45% of sexually active youth report having sex before they reach 15 years of age and 18% of new cases of HIV in the Dominican Republic occur in youth 18-25. Additionally, although there is much work being done with youth and HIV/AIDS prevention in the country, very little is designed specifically to reach youth before they have sex for the first time.