Campaign details
Agency: Ogilvy
A total of 51% of all new STIs diagnosed in 2016 were in people aged 15 to 24 years. So this campaign had a single objective: To promote safer sex through condom usage.
Strategy
Young people don't think they're at risk of STIs, and condom use is not seen as the norm.
For any awareness campaign to succeed, the work had to be difficult for young people to dismiss.
For example, pregnancy is the number one concern of the demographic; they don't think they're at risk of infection.
It required hard facts, and powerful messages...