The campaign, valued at £1.25m, will feature on a range of outdoor advertising formats, including six-sheets, 48-sheets, bus supersides, road, rail, retail, taxis and washroom media.

It uses three controversial slogans to drive people to discuss issues on the Britainthinks.com website: 'Career Women Make Bad Mothers'; 'Educashun Isn't Working'; '1966. It Won't Happen This Year'.

The campaign was backed by OAA members such as CBS, Clear Channel, JCDecaux, Titan, Primesight, Ocean, Admedia, Hi-Tech, blowUp, Taxi Media Ubiquitous, who dedicated their advertising sites for the campaign and organised printing.

Printing is being handled by Odessa Offset, Heaton and Urban Storm among others.

OAA chief executive Alan James said: "With Britainthinks.com we are aiming to demonstrate that, in addition to building strong brand awareness, outdoor media plays a vital part in delivering immediate response and driving people online.

"This campaign is moving outdoor away from being a traditional passive medium through engagement with the audience and placing it firmly as part of the future of advertising."

UPDATE: the OAA has sinced removed advertisements carrying the "Career Women..." slogan after complaints from Mums.net.