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Launching the Department of Health's campaign promoting the joys of virginity, public health minister Yvette Cooper requested a "hip" and "groovy" tone from advertising execs. The campaign, which grabs the attention with posters screaming "Sex: Are You Thinking About It Enough", has already come under attack.

Perhaps it should have sought advice from Edinburgh's Queen Margaret University College. There, brightly coloured posters promote a range of student career opportunities using the slogans: "This Time It's Personal"; "Raw Talent"; "Go on Then" and "Take Me Now".