Brief:
Get → 18-24-year-olds who are sexually active but don’t get tested regularly.
To → Apply online for an anonymous home testing kit.
By → Making a virtue of online anonymity to take action for their sexual health without risking judgment.
Insight:
18-24-year-olds block out the risks associated with unprotected sex. They are also unaware of how easy it is to get one of our home testing kits. We want to highlight this by putting into perspective their potential indirect sexual partners from unprotected sex and offering them a quick and easy solution to STI testing.
Idea:
Make it your Ritual
Execution:
TVC → Focuses on the risks associated with unprotected sex by exposing people to their potential indirect sexual partners through the lens of a dating app.
OOH → Celebrates safe, anxiety-free sex by encouraging young people to experience our brand and take control of their sexual health.
Get → 18-24-year-olds who are sexually active but don’t get tested regularly.
To → Apply online for an anonymous home testing kit.
By → Making a virtue of online anonymity to take action for their sexual health without risking judgment.
Insight:
18-24-year-olds block out the risks associated with unprotected sex. They are also unaware of how easy it is to get one of our home testing kits. We want to highlight this by putting into perspective their potential indirect sexual partners from unprotected sex and offering them a quick and easy solution to STI testing.
Idea:
Make it your Ritual
Execution:
TVC → Focuses on the risks associated with unprotected sex by exposing people to their potential indirect sexual partners through the lens of a dating app.
OOH → Celebrates safe, anxiety-free sex by encouraging young people to experience our brand and take control of their sexual health.
Make STI testing your Ritual.
