‘Has your tackle been tested?’: Queensland Department of Health introduces ‘STIcebreakers’ to encourage sexual health discussions
The Queensland Department of Health is aiming to reduce the rates of sexually transmissible infections by reducing the stigma surrounding discussions about sexual health.
A campaign from GrowthOps Brisbane has introduced a series of catch phrases for young adults to initiate sexual health conversations – ‘STIcebreakers’.
The campaign is a new iteration of 2018’s ‘Stop the rise of STIs’ campaign.
The campaign will use geo-targeted online channels across social media and digital banners, and will be seen in OOH advertising at universities, cafes and bars.
The OOH execution will appear in universities, bars and cafes
GrowthOps Brisbane head of strategy, Caroline Starecky, said: “Nervousness, embarrassment and shyness are the main barriers for our target audience when it comes to talking about STIs.
“If we can get people to start talking to each other about STIs, then we remove the stigma associated with the topic and increase the rate of people getting tested.”
Creative director Lindsay Thompson added: “STIcebreakers are good for more than just a night of passion. They are also a way of looking after each other’s health, friend looking after friend, partner looking after partner.”
Queensland Health’s research found that only 28% of sexually active young adults get tested and only 40% discuss their sexual health with a healthcare professional.
Queensland Health director of marketing and communication, Jane Martin, said: “STIs are common and on the rise in Queensland, particularly among young adults. We needed a way to get this audience talking about their sexual health, and position testing as a normal part of their health routines.
“We know that behaviour change is hard so the STIcebreakers are designed to help young people initiate the conversation, and position testing as the social norm.”
Credits
Agency – GrowthOps
Creative Director: Lindsay Thompson
Senior Art Director: Simon Budzevski
Copywriter: Heath Kunde
Producer: Natalie Mitchell
Account Director: Dianne Grice
Account Manager: Dan Paull
Head of Strategy: Caroline Starecky
Junior Planner: Stephanie Collins
Video Editors: Nic Fornasier & Tom Coade
Sound Designer: David Gaylard
Senior Mac Artist: Steve Wallwork
Client – Queensland Government – Department of Health
Director Marketing and Communications: Jane Martin
Marketing Manager: Jennifer Cassidy
Marketing Team Leader: Heather McGregor
Campaign Managers: Stephanie Hall & Bennett Annis-Brown
Photography
Lis Harvey
