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COI - Adult Sexual Health
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COI - Adult Sexual Health

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  • Strongest activities are fun or useful and fit with a night out practically or tonally
  • Transcript

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

      Overall, stated and checked condom carry was closely correlated

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