At last: Generation Z is talking about sex!
The "STI on Tour" campaign encourages young adults to try something unheard of before having sex: talking about (safer) sex!
Health prevention: getting the young target group talking
From chlamydia to syphilis: sexually transmitted infections (STIs) are on the rise. The good news: safer sex protects against infection. The bad news: young adults don't want to talk about sex. Don't you think so? We conducted a survey. It shows that whether it's a one-night stand or in a relationship, Generation Z doesn't like to talk about safer sex, condoms and HIV tests - mostly because they're worried about coming across as uncool, stuffy or unfaithful. For the Bavarian Ministry of Health, we therefore not only educated young people about STIs. But also: got them talking to each other.
Key facts
- Ministry encouraged to talk dirty: strategic and creative development, implementation online and offline, one-pager
- Safer sex made the talk of the web: Influencers, social media
- Every question answered, online and safe: Q&A messenger
How do I reach young people? Success factors for youth marketing
The topic of safer sex is neither sexy nor attractive for the target group of 17 to 24-year-olds, but rather a very shameful one. How can young people be encouraged to actively discuss this no-go topic? With "STI on tour", we link six success factors.
1. headlines provide topics of conversation
With a loud, self-confident and original campaign, we are taking the topic of sexually transmitted infections (STIs) and safer sex out of the shameful corner AND the raised-finger niche. The campaign asks the questions that concern young people, whether before a one-night stand or in a committed relationship. "Do you think I'm a slut ... if I want us to get tested?" The headlines of "STI on tour" attract attention and provide topics of conversation for pub nights, chats and, of course, whispers of love.
2. the topics are provided by the target group itself
From one-night stands to dirty talk: we develop the topics and headlines based on target group surveys and interviews with experts. And even after the campaign has been developed, we ask the young target group for their opinion. Only the motifs with top positions in the ranking are launched.
3. Influencers fuel the talk of the web
It's logical that the campaign moves where the target group meets: on the web, Instagram and YouTube. As door openers, we recruit influencers who do not act as advertising media but are credible ambassadors. (Tip! The hardest currency when casting influencers is their reach? No, their willingness to really take ownership of a topic and convey it with a high level of involvement!) They make romance videos and invite their talk show guests to a condom contest. Their most important message: Talking about safer sex? Just as normal as talking about music or fashion! The success: lively exchanges in thousands of comments and a measurable push for the website.
4. storytelling in snack format whets the appetite
A one-pager is the central info point of the campaign. It conveys the most important facts and tips on STIs and safer sex in a youth-friendly way. Storytelling doesn't need to be epic in length. The key facts about the most common STIs also fit into a "snackable" format: in the love charts, we pack them into catchy mini-stories.
5. Q&A channel provides concrete support
Talking about safer sex with your peer group or your loved one (finally): brilliant. But some questions are better discussed with professionals. We have set up a digital contact point for all "It's burning underneath!" or "Infected with sex toys?" worries. Teenagers and young adults can post their questions about (safer) sex anonymously and without registering on the messenger app Tellonym. The answers are provided by Aidshilfe teams: simple, clear and empowering. It has been a resounding success, with thousands of young people seeking and finding advice. Due to the enormous demand, the service is being continued beyond the four months of the campaign to this day.
6. Stakeholders spread the word about the campaign
Representatives of the prevention and advice network sit on the briefing and coordination committees alongside the project managers from the Bavarian Ministry of Health. They are actively involved as competent sparring partners. It goes without saying that they are highly committed to spreading the campaign afterwards, with information offers and regional campaigns.
