Sexual health - Chlamydia screening, 15-24s
NHS Wirral Chlamydia Screening Team commissioned our social change team to deliver a three month social marketing campaign to raise awareness of chlamydia screening services to a core target audience of males and females aged 15-24 years.
Building on data held by the screening team, as well as further insight gained through focus groups, we selected a series of marketing channels to help engage these target groups. Our social marketing specialists then developed a range of artwork concepts and key messages and carried out campaign pre-testing through a series of focus groups and surveys with young people in Birkenhead Town Centre and Wirral Metropolitan College.
The final social marketing campaign 'Chlamydia - Get tested' delivered the hard-hitting warning message: ‘Just because you can’t see it, doesn’t mean you haven’t got it’. These people-centred messages were delivered via a wide range of marketing collateral and local media such as z-cards, posters, bus advertising and a campaign website. Our social marketing approach also involved local radio advertising and supported an existing direct marketing campaign with a letter from the screening team to all 19 year olds living in the area.
A local road show was used to help launch our social marketing campaign, which toured around colleges providing on-site testing, information and advice on safe sex. Bespoke collateral was used in pubs and clubs, in order to maximise the repeat ‘stickyness’ of its messages and support sustainable behaviour change.
