Cannes Lions

CHLAMYDIA AWARENESS

THE ROCKET SCIENCE GROUP, London / NHS / 2009

Overview

Entries

Credits

Overview

Execution

Using a multi-channel approach, young people were targeted in an effective way whilst minimizing costs.Following specific feedback, web-based activity was developed to be consumed in exactly the way young people wanted: “We asked several hundred young people what would make them take notice. They said they wanted something fun, dynamic, that they could share with friends.” A website, local events and PR campaign were developed targeting schools and local universities.

But the key mechanic was a fun 60-second viral, which stimulated youths to share amongst themselves. Posted on relevant sites, it communicated safe sex messages in an engaging way, showing a couple meeting, dancing and having unprotected sex. The viral linked to www.haveigotit.co.uk where information on Chlamydia was available.

For the first-time, postal test kits were available via web or phone. Returned in a number of ways, results could be delivered by post or text.

Outcome

The cheeky campaign has made young people take notice.

It received over 300,000 views online. Successfully, the majority are local views but visits have come from as far afield as Japan, highlighting its interest. Local media praised the activity.

Facebook advertising linked to the ‘test request’ page provided 3,093,080 OTS and 2,111 click-throughs.Nearly 3,000 visited the website 2,047 visited ‘request test’324 visited screening/test locationsFans were recruited via Facebook and the public is being engaged with using Twitter. New technologies are now being incorporated in local work by engaging youths via viral text bombs.

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