The Australian Ballet
How shining a light on a touchy subject led to young Queenslanders taking better care of their sexual health.
The rate of sexually transmissible infections (STIs) in Queensland is high and increasing. Young Queenslanders (15 – 29) have the highest rates of STIs and biggest knowledge gaps when it comes to safe sex practices and sexual health. But who wants to hear about sex from the government?
How do you engage young people with a message that is effective, credible and won’t evoke memories of cringeworthy Birds and the Bees conversations?
- Creative strategy
- Digital strategy
- Website design
- Website development
- Printing and distribution
Who wants to hear about sex from the government?
To encourage sexually active young Queenslanders to be more aware of their sexual health we created the ‘Stop the Rise of STIs’ initiative.
This original multi-channel campaign:
- Normalised the topic
- Educated young adults
- Encouraged them to engage in safe sex practices by using protection, &
- Urged them to get tested for STIs every year and with every partner
The sex-positive campaign featured confronting statistics and clever lines, paired with edgy images designed to grab the attention of the target audience – young Queenslanders. In order to drive strong awareness and consideration the media strategy focused targeting Young Queenslanders when they were most at risk. Utilising bars, universities, Spotify and out of home executions throughout Brisbane city and Fortitude Valley young Queenslander’s became very familiar with the campaign.
Research outlined that young adults prefer to consume information through online sources when it comes to this type of sensitive subject matter. Campaign communications – posters, drink coasters, social ads etc – directed people to a bespoke website that encouraged users to get tested, and provided a built-in GP/Health Clinic service locator.
The campaign delivered some significant changes in attitudes and behaviour among the target audience.
“Many are unaware of the risks of STIs, so are not practising safe sex and are not getting tested. We needed a way to break through the misinformation, increase knowledge and awareness and encourage regular testing”
Managing Director of Queensland Department of Health
In the first week of the campaign alone, there were over 24,000 unique visitors to the ‘Stop the Rise of STIs’ website, with the majority of traffic driven from Facebook activity.
An incredible 44% of people exposed to the campaign took some form of positive action regarding their sexual health. There was a significant increase in those strongly agreeing that condoms are the best form of protection against STIs.
Those who were exposed to the campaign saw a 6% improvement (to 76%) in their understanding that condoms are the best form of protection over those who did not see the campaign.
Statewide, more young people are now searching for further information online, talking about STI testing with their sexual partners, and visiting sexual health clinics and their GPs to undertake STI testing.
website visits in 3 months