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COI - Adult Sexual Health
Let’s talk about sex…<br />COI DH & DCSF Adult Sexual Health & Teen Pregnancy<br />
The challenge<br />400,000 new STIs in 1 year<br />6% more than previous year<br />50% are new diagnoses<br />Reduce teenage pregnancy and rate of STIs<br />
The insight<br />Our natural instinct is to have babies, it’s emotionally driven rather than rationally<br />If we are to achievebehaviouralcascades we must work with nature rather than against it, tap into herd mentality<br />
The Role for Communications<br />Increase ‘positive’ visibility - make condoms a must have item<br />
Communications Idea<br />Condom is the hero, giving you access to stuff that makes you feel more confident/empowered - really is essential to wear<br />HAVE THE CONFIDENCE TO CARRY<br />
Communications Solution<br />Reward advocacy… at the right time…with benefits<br />Use strategic partnerships to give people real confidence to carry condoms and reward this positive behaviour through sales promotions and special offers<br />
In Practice…<br />Fun<br />Condom burger stands outside clubs<br />Condoms as sweets in club toilets<br />Evening<br />Day time<br />Condoms in the back of taxis<br />Useful<br />Condoms in mint tins<br />
Win a year’s supply of Fudge hair styling products by entering a competition with Mates condoms on health and beauty site Candy Addicted<br />Queue jump with a condom at 23 night clubs and 28 student nights<br />
Results<br />Carry levels increased in Liverpool by 10%<br />– <br />Overall, stated and checked condom carry was closely correlated <br />
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