Dutch youths, safe sex, social media

1. 1
Co-creating a safe sex campaign.
Effectively using social media to work with youths.
Erwin Fisser
Brand Manager Sti Aids Netherlands
@fisserman

2. A little bit about a little country
(first things first)

3. 3
The Netherlands
• Bordering UK, Germany and Belgium
• Population 16,7 million
• 15-25 yrs approx. 2,2 million

4. A little bit about us

5. 5
Sti Aids Netherlands
• The national institute for STI and AIDS
Control in the Netherlands aims to:
• prevent sexually transmitted infections
(STIs & Aids);
• improve the quality of STI control in the
Netherlands.

6. 6
Safe Sex Campaigns
• 25 years: 1986 untill 2011

7. Dutch youths, safe sex, social
media.

8. 8
Dutch youths and safe sex
• Very knowledgeable on sti’s and
prevention;
• They know about ‘sexual networks’;
• Very positive attitude towards condom
use (intended use with a new partner
+75%);
• They agree with our advice: Use a
condom for three months, get tested
before you quit.

9. 9
From ISIS Facebook:

10. 10
Dutch Dilemma
• Girls still prefer using a condom;
• Boys would prefer not to;
• Unless the girl says she wants to;
• But she doesn’t want to bring up the subject;
• And doesn’t have condoms on her;
• Because she is not a slut and he should have
them
• (which he does, but he keeps it quiet…)

11. 11
Dutch Dilemma

12. 12
Dutch Dilemma
• Rationally, youths know they should use
condoms;
– They even intend to do so
• Most behaviour is not rational.
– Especially when arroused.
• How can a campaign directly influence
behaviour?

13. 13
Social Norm
• Boys: A good lover asks his partner what
she/he wants.
• Girls: A strong, self asured woman tells
him what she likes.
• In both cases: Bring up the subject of
condoms before you take off your pants.

14. Prestesting fase

15. Prestesting fase

16. 16
Prestesting fase
• Kickoff event (schoolpaper editors)
– Feature on our campaign posters
– Star in your own infomercials
– Interview celebrity reporters
– Reports made by popular vloggers
• Editorials on influential blogs
– Poll results featured in 
• Posters and narrow casting school
– At same time as schoolpaper reports came out

17. Prestesting fase

18. So, this is what we did
(Case video SpinAward)

19. Infomercial

20. So, this is what we did
(Case video SpinAward)

21. Prestesting fase - learnings
–
• Making it ‘easy’ is more important than making
it ‘fun’ (we are not Nike)
• Be yourself
• Be open and and honoust about your intentions
• Co-operate with community owners

22. So, this is what we did
(Case video SpinAward)

24. 24
Co creation
• Based on research and professional
expertise, we knew what we had to say.
- What behaviour at what exact moment (cue)
is needed tot adhere to the social norm.
• We asked our target audience how to say
it to be able to make effective
infomercials.
–Make it lively “That could be me…”

25. 25
Social Media
• Not Facebook and Twitter;
• Specific communities where you identify
with other visitors;
• Community owners introduced our
advertising creatives
• Together they created a personalised
scenario for that community.

26. 26
Approach (needs work)
• Eight communities
• Every week a new video and a new poll
• Depending on community; casting
sessions
• Continuously active in comments sections
• Continuously updating on progress
• No prizes

27. 27
Online results
• > 3 million advertorials read
• > 2 million videos watched
• > 61.000 votes on the polls
• > 21.000 written comments
• During a six week campaign, interactive
rose every week.

28. Two scenarios
–

29. 29
RTV Campaign
• 3 tv infomercials, 6 scenarios used;
• 3 radio infomercials, 18 quotes used;
• A lot of –negative- tweets and Fb updates;
• A lot of attention in newspapers and tv
shows;
• Public debate in parliament.
But also…

30. 30
Campaign results

31. 31
Conclusions
• Co-create the ‘how’, not the ‘what’.
• Co-operate with community owners
• Be yourself, be open, be honoust
• Be active
• Respect youths, keep your promises
• Make mistakes, be humble, apologise

32. 32
Questions?
I’d love to answer them now;
… or later:
efisser@soaaids.nl
@fisserman
fisserman