Eye catching ad lines such as "Homosexuals are normal people", "Sugar does not cause diabetes", "Masturbation is good for you" and "A high calorie diet won't fatten you", will be splashed through the print media and hoardings as part of the three-month long ad-campaign.

Advertising agency Bates Clarion is behind the goodhealthnyou campaigns. The shock element is obvious in the copy considering that in one ad, an old lady's picture accompanies the quote "Masturbation is good for you"! Considering that the Internet business is all about how many eyeballs you attract onto your site, the agency has worked towards this end to bring out a feeling of instigation among the viewers who are probed into visiting the site.

Says ideasnyou.com managing director & CEO Ashok Jain: ``The ads have beendeliberately created to shock a person into realising the true facts which he did not know earlier. The attempt is to provoke him into visiting goodhealthnyou.com and learn more about general health-related issues.'' An ad budget of Rs 1 crore has been set aside for the ad campaign which, the company feels, will lead to one million page hits in three months.

The first phase of the advertising relates to various such health-related myths, while the second phase has an element of trivia attached to the creative - such as "did you know that..." type of amazing facts. The third part of the campaign will be more interactive in nature, the company informs.

The campaign will break simultaneously with the launch of goodhealthnyou.com around March 20, this year. The company has targeted the print media and hoardings as part of the promotional binge. It is also targeting medical practitioners through direct mailers and leading medical journals to inform them about the new portal. With goodhealthnyou as a newInternet medium, a number of pharma companies are understood to have evinced interest in advertising on the portal. Goodhealthnyou, promoted by ideasnyou.com,is not only looking at providing banner space for advertisers but also plans to make it more interactive.