Regional sexual health service, Umbrella needed to raise awareness of their STI self-sampling kits. This campaign increased kit ordering by 50% compared to a like-for-like campaign the year before.
Going to get tested at the 'clinic' is a hurdle for most people. As is talking about sexual health openly. So if the campaign was going to cut through, it needed to address these barriers. Firstly, people might not like going to get tested, but they do like going to other, more private places. So I flipped local landmarks into innuendo headlines with a CTA that encouraged people to get tested from the comfort of their own homes before they visit the places they'd much rather go. The campaign grabbed people's attention and got them talking.
There was some behavioural science behind the creative too. The generation effect is when information is better remembered if it is generated from one's own mind rather than simply read. It's why adverts work better when they make the viewer do a little work. The use of humour was also very purposeful. It releases feel-good endorphins and when people are in better moods, they're more likely to absorb information.
The campaign was also shared by local news channel, Birmingham Updates – highlighting people's opinions of the work. The first rule of advertising – get noticed. It may be the only time a sick emoji was a mark of success!
