CLIENT: Various PCTs PROJECT: Get It On
Safe Sex
Brief
Reduce the number of STIs resulting from young people (14-25) having unprotected sex under the influence of alcohol.
Research
Collated data from regional GUM clinics in order to segment the audience. Focus group work revealed the need to avoid all traces of a moral tone.
Approach
Accept the fact that the audience engage in casual sex and incorporate humour to establish affinity. Communicate the key message instantly.
Tactics
Bus sides, adshels and posters in pubs and clubs. We integrated this activity with the production of 150,000 condoms and 20,000 wrist bands sporting the ‘Get in On’ message. A series of radio ads were also aired on local radio, directing traffic to a microsite containing STI information and a competition to win music festival tickets.
Results
- Over 182,000 website hits from a 3-month campaign
- Distribution of 170,000 pieces of branded merchandise
- The value of communications given greater priority at management level within the PCTs in question
Awards
- Hard to Reach award winner, AHC awards
- SHA Communications Excellence award winner
