Safe Sex Campaign

CAMPAIGN PITCH
For Marie Stopes

Viral Public Relations
At VIRAL PR, we understand that partnering with our clients is not a nicety. It’s a necessity.
As a full-service agency, we offer many services that support and extend your existing communications efforts.
Pulling together an impactful public relations campaign requires passion, clarity, creativity and the highest possible attention to detail - all of which we offer with a personal service.
Every aspect of our communications activities is grounded in our clients’ objectives

Clients

Statistics

Campaign Goal
Create awareness and promote safe sex in the young Afro-Caribbean community.

Objectives:
An increase in the number of young Afro-Caribbeans coming to Marie Stopes clinics in the UK by 20 %
A decrease in the rate of abortions by 25%
A decrease in the STD rates of young Afro-Caribbeans by 15%

Target Audience
16-21 years olds
2nd Generation
Male and Female
Christian
London (Brixton, Lewisham, Stonebridge and Harlesden), Leeds, Manchester and Birmingham.

Vox Pop
Mathew 20, Brixton
“Generally, I’d rather be safe thansorry but honestly man-at that point , in that moment the head says one the body demands the other.But you want to be safe,
MAKE THE RIGHT MOVE!”
Jasmine 21,Lewisham
“He says I’m his treasure cuz I give him absolute pleasure. Now I’ma loser with an STD.
MAKE THE RIGHT MOVE!!

Dio ,21, Birmingham
“I had Chlamydia for a few years and now I’m sterile. If you don’t want to screw up your future, MAKE THE RIGHT MOVE!”
Leilah, 20, Leeds
“ I used to think that asking him to put on a condom is like saying I don’t trust him! Then I got pregnant. If you’re in my situation, remember to MAKE THE RIGHT MOVE”

Ryan, 16, Brixton
“I got my girlfriend pregnant and now I’m a 16 year old dad. Don’t make the same mistake, MAKE THE RIGHT MOVE!”

Key Message
“Make the right move”

Campaign Strategy
Stage 1: 15th of January
Press Release
Launch of www.maketherightmove.co.uk website
Marie Stopes and famous artist Lil Wayne come together to promote safe sex
Competition Announcement–Dance routine; Winner gets to be in Lil Wayne’s video “Safe Sex”

Lyrics from Lil Wayne song:
Safe sex is great sex, better wear a latex
'cause you don't want that late text, that
"I think I'm late" text
Heh-heh, so wrap it up

Campaign Strategy
Stage 2:1st to 21st February
Competitors collect their free T-shirts and condoms from their local Marie Stopes Clinics

Campaign Strategy
Stage 3: March
“Show off your dance moves to Safe Sex” - Flash Mob
Location :
Windrush Square, Brixton, London – 6th March 2010
Moss Side Plaza, Manchester – 13th March 2010
Chapeltown, Leeds – 20th March 2010
Aston Court, Birmingham – 27th March 2010
Upload videos on campaign website

Campaign Strategy
Stage 4: April
Announcement of winners from different locations – 10th April 2010
Shooting of Lil Wayne’s “Safe Sex” video – 24th April 2010

Media
Newspapers:
Magazines:
Keep the Faith
Caribbean Eye
TV:
Radio

Budget
Total: £40,000

Evaluation
Number of people registering online and website hits
Internal media monitoring
Foot traffic of Afro-Caribbean’s to the Marie Stopes clinics
Statistics

Summary
The Problem
Target Audience
Campaign

THANK YOU…

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Safe Sex Campaign

by Yekaterina Odintsova on Apr 28, 2010

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Safe Sex Campaign — Presentation Transcript