What We Think

An Innovative Health Campaign for Generation Z

Kids are becoming more conservative and risk-averse today, often taking the 'sensible road'. They are determined not to succumb to financial doom. This theme came through strongly during the MRS Kids and Youth Conference 2015. And the evidence does indeed suggest a general downward trend for risky health behaviours such as drinking, smoking, drug use, and unprotected sex.

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• Generation Z