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.
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 – tailored to an audience of 16-24 year olds.
The campaign needed this audience to understand that anyone who doesn't use a condom can get an STI, including them.
Young people aren't confident enough about sex to be able to joke about it and they often don't engage with plays on words or innuendo.
A super simple creative concept was going to be essential.