Young people experience the highest STI (sexually transmitted infection) diagnosis rates in the UK. Yet most have no idea about the Public Health England guidelines, which recommend sexually active people under 25 get tested every year, and on change of sexual partner.
We created the Getting Some? Get Tested campaign, with support from Hologic, to educate and encourage young people to get tested for STIs through a digital campaign.
When it came to chat about sex and STIs, we learned from our focus groups that funny works best and so the tone of the campaign needed to be witty and provocative! Also, not surprisingly this digitally native group go online when they want to learn about sexual health.
We implemented a cheeky Facebook advertising campaign focused on 4 major cities in the UK based on high student populations and high rates of STIs. The launch coincided with Fresher’s Week and start of University term. During the beginning of the campaign we developed and tested different creative content. The testing showed our cheeky, fun and provocative content led to nearly seven times better engagement and clicks to the campaign website compared to more serious and facts-based ads. The creative ads we chose to focus on for the remainder of the campaign included suggestive images of bananas and doughnuts which helped to talk about sexual health in a fun way.
To ensure the campaign resonated with young people, we partnered with vloggers Lucy Moon and Hannah Witton as respected influencers among young people. They created compelling Instagram content discussing personal experiences of getting tested to help normalise the process and drive their audiences to use the sexual health clinic locator on the campaign website.
Getting Some? Get Tested was a huge success and smashed objectives! The creative, witty social media content at the heart of the campaign cut through noise and engaged young people with a simple but vital health message. Within just 2 months it drove high website traffic and motivated a large number of young people to take action to find out where they could get tested and look after their sexual health.
- Conversion from website visit to use of clinic locator
- People used the website clinic locator to find their nearest clinic for testing
- Unique views of influencer Instagram stories
- Engagements with influencer social media posts
Activating young people to get STI tested
The creative, witty social media content at the heart of the campaign cut through noise and engaged young people with a simple but vital health message. Within just 2 months it drove high website traffic and motivated a large number of young people to take action.