PAUSE

The campaign's central concept is "it only takes a minute to change your life"; the campaign icon is the "ll" (pause) symbol, recognisable to the iPod generation. Drawing on these visions and images, the campaign takes a multi-platform approach to providing information and resources on changing behaviour and using online and mobile technologies, as well as Fox's on-air space. Specifically, the PAUSE website includes links to various kinds of information about: body (pregnancy, sexually transmitted infections, HIV/AIDS, obesity, alcohol and drugs), mind (depression, eating disorders, and cutting); and relationships (decision-making about sex, online safety, and sexting and digital abuse).

Presented under the PAUSE brand, the campaign also includes targeted public service ads (PSAs) on FOX broadcast, cable, and online properties and complementary messaging on FOX entertainment programming. For example, one PSA opens with a vision of fast-moving, stylised Pong-like video game paddles which then slowly convert into the pause symbol and a voiceover says, "when you give yourself a minute to think, you give yourself a chance to make a better decision." The spot closes with "It only takes a minute to change your life" and a URL which points to the PAUSE website.

Youth, Health.