This is a story of how we tackled a sensitive issue insensitively to get a thick-skinned audience start talking about sexual health.
It's a paper that, above all else, reminds us that tone of voice can be one of the most powerful strategic decisions a planner can make.
It's a case study that shows how refusing to beat around the bush put 65+ sex ed on the national news agenda, and (we think) for the very first time made garden centres a legitimate channel media plans.
Part 1: Unearthing the problem of later life STIs
Relate is a charity...