A graphic film which appears to show a young girl giving birth on a school playing field has become an internet sensation.
The viral video has been viewed more than a million times on the internet after being launched by Leicester health bosses.
They used sites including YouTube and Kontraband to attract viewers and the clip has also featured on the United States' NBC network and Germany's RTL TV station.
The shock factor of the film is attracting viewers in their droves. I was shocked, and I gave birth not long ago.
The video looks like it was filmed on a pupil's mobile phone and shows children gathering around a girl who is having a baby.
Check out the video yourself (but don't watch if you're easily shocked!)
It's so realistic that it was initially taken down by YouTube as it appeared to be real footage.
**Warning: don't watch this if you are easily shocked**
Leicester health bosses say they hope the shock tactics will raise awareness of the issue of teen pregnancy.
In Leicester around 1 in 20 girls aged 15-17 become pregnant every year and nearly half the city's wards are teenage pregnancy 'hotspots'.
Tim Rideout, NHS Leicester City's chief executive, says: "We know this film is hard-hitting but so are the numbers of under 18s getting pregnant in Leicester.
"The campaign was based on what young people in Leicester told us they wanted to know.
"Leaflets and posters are not getting their attention and those who don't attend, or have left school, are missing out on sex education in schools.
"Our aim is to raise awareness, for all under-18s, on issues around relationships, teenage sex and pregnancy.
"The film was created in response to young people's feedback and we are confident it will raise awareness."
The video can be seen on the website www.hey-babe.co.uk, which also answers questions raised by young people and refers them to services.
Next month, a docu-drama will be launched on the site, with local actors tackling common myths and questions on relationships, sex and pregnancy.
The video has certainly attracted a lot of attention, but it will be difficult to say whether it makes a difference in the long run. Full marks for trying, though.