STI Testing Week

Getting young people to engage with health messaging can get a bit weird.

Using some eye-catching weirdness, we showed our audience that getting tested was a surefire way to avoid things getting too weird or attracting the wrong kind of attention. 

Client
Centre for Excellence in Rural 
Sexual Health (CERSH)
Project Category
Creative
Project Expertise
Advertising
Copywriting
Creative solutions
Design
Illustration & 3D imagery
Motion/Animation

The brief

How do we get young people (15-19 and 20-29) — a segment famously good at avoiding things and feeling invincible — to engage with the idea that they need to get tested for STIs?

Idea

First, we gave them a private place to contemplate, by placing posters in shopping centre bathrooms and private spaces, and using social media targeting to have a quiet work via their phones.

Second, we hit them where they live — their desire to fit in. Using some eye-catching weirdness, we showed our audience that getting tested was a surefire way to avoid things getting too weird or attracting the wrong kind of attention. 

Outcome

The campaign reached 485,009 people in our target audience, was delivered an average of five times per person, and racked up more than 2.4 million impressions.