Australian Government encourages ‘Beforeplay’ in new campaign via Ogilvy
Seeking to normalise regular STI testing, the Australian Government has launched a new campaign via Ogilvy, encouraging young Aussies to engage in ‘Beforeplay’, Mumbrella can reveal.
The campaign, targeted at 20-34 year-old Aussies, introduces ‘Beforeplay’ a new step in a person’s sexual health journey – getting an STI test before embarking on sexual activity.
“‘Beforeplay’ aims to put the emphasis on making sure people get tested before they jump into things. It’s the important step before the bedroom, and even before the meetup,” said Ogilvy creative group head, Shaun Branagan.
With a tagline of ‘Make STI Testing Your Beforeplay’, the national campaign aims to normalise talking about and acting on sexual health, and break taboos.
“The campaign also aims to make STI testing feel not like an obstacle, but a normal part of looking after your health,” Branagan said.
“The work introduces new language to make it clear regular check-ups, even outside of perceived moments of risk, is a socially accepted practice, and something people do to proudly take charge of their sexual health.
“It adapts a common component of great sex – foreplay, a moment that we all know comes first – and stretches that concept into a moment that begins before you even get into the bedroom.”
The Hon. Mark Butler MP, Minister for Health and Aged Care, said: “The ‘Beforeplay’ campaign is a timely reminder of the simple steps everyone should follow to stay in control of their sexual health and prevent STI transmission.
“1 in 6 Australians will get an STI and the rates of infection are rising, particularly among young people aged 20 to 34.”
The campaign aims to change behaviour at its core, according to Butler.
“It’s been almost 15 years since the last major STI awareness campaign from the Australian Government. This is an important health issue, not a taboo topic,” he said.
“The ‘Beforeplay’ campaign will help reduce the stigma around STI testing and prevention.”
The campaign will run for nine weeks across OLV, OOH, social media and online, including dating apps such as Tinder and Grindr.
In addition, it will have targeted activity like specially branded condoms at university O-Week activations, as well as advertising around universities, bars and clubs via bar coasters.
Ogilvy worked closely with media agency UM on the extensions.
Other assets:
BeforePlay STI campaign video 15″
Credits:
Client: Australian Government Department of Health and Aged Care
Creative agency: Ogilvy
Director: Selina Miles
Production company: Scoundrel
Photographer: Karima Asaad
Sound house: Sonar
Post house: White Chocolate
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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