QLD government launches campaign based on myths in ‘stop the rise of STIs’ campaign
The QLD Department of Health has endeavoured to reduce the prevalence of sexually transmitted infections in young adults with a campaign aimed at debunking common myths related to sexual health.
Created by Brisbane-based agency Khemistry, the campaign includes social videos and outdoor posters which myth bust common beliefs held by young people including “60% of young adults think the pill can stop STIs” and “half of young adults think pulling out can stop STIs.”
In a series out outdoor posters, the campaign also encourages young adults to think about their next partner and get tested.
One of the executions features a blank space with the copy “some STIs you can’t see.”
One of the out of home executions
The campaign was based on consumer research which found that young people aged between 15 and 29 have the highest rates of STIs.
Alison Bock, marketing director for Queensland Department of Health, said in a statement: “Many are unaware of the risks of STIs, so are not practising safe sex and not getting tested. We needed a way to break through the misinformation, increase knowledge and awareness, and encourage regular testing.”
Lindsay Thompson, creative director at Khemistry, said the agency needed to approach the subject in a relatable and normalised way.
“While the stats for STIs in Queensland are scary, they’re not enough to convince a young audience to change behaviours. We needed to emphasise that these stats were not about ‘other people’. They are about themselves and the people they know, or the people they’re about to meet.
“The department clearly understood how difficult it is to engage with this younger audience, particularly on such a delicate subject. They knew that we needed to engage with young adults within a short timeframe and the concept developed certainly captured their attention and tested well amongst the target audience.”
Credits:
- Agency – Khemistry, a GrowthOps Business
● Creative Director: Lindsay Thompson
● Head of Innovation and Strategy: Caroline Starecky
● Copywriter: Tim Kelly
● Art Director: Sal Borzillo
● Graphic Artists: Gaelle Masurier, Steve Wallwork
● Director: Ashton Ward
● Head of Content: Phil Hagstrom
● D.O.P/Stills Photographer: Damien Bredberg
● Senior Producer: Bec Dakin
● Post Production: Khemistry
● Music Composition: David Gaylard
● Head of Digital: James Bracken
● Senior Digital Producer: Danielle Shannon
● UX/UI Designer: Sophia McDermott
● FE Developer: Lakeisha Wall
● Digital Developer: Jose Navas
● Account Director: Dianne Grice
● Senior Account Manager: Dan Paull - Client – Queensland Government – Department of Health
● Jennifer Cassidy
● Heather McGregor
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