QLD Department of Health aims to ‘stop the rise of STIs’ with its latest campaign via Khemistry
In order to address high STI rates and lack of knowledge amongst young adults, Khemistry – a GrowthOps business – has created a multi-channel campaign for the Queensland Department of Health to encourage sexually active young Queenslanders to get tested, use protection, every year or with every new partner.
STI rates in Queensland are not only high but are increasing. Consumer research has found that young people aged 15 to 29 have the highest rates of STIs, as well as significant knowledge gaps when it comes to sexual health, marketing director for the Queensland Department of Health, Alison Bock said: “Many are unaware of the risks of STIs, so are not practising safe sex and not getting tested. We needed a way to break through the misinformation, increase knowledge and awareness, and encourage regular testing.”
Says Lindsay Thompson, CD, Khemistry: “It was important that our approach was relatable to young people and normalised what can be an awkward or embarrassing subject. While the stats for STIs in Queensland are scary, they’re not enough to convince a young audience to change behaviours. We needed to emphasise that these stats were not about ‘other people’. They are about themselves and the people they know, or the people they’re about to meet.
“The department clearly understood how difficult it is to engage with this younger audience, particularly on such a delicate subject. They knew that we needed to engage with young adults within a short timeframe and the concept developed certainly captured their attention and tested well amongst the target audience.”
The campaign launches across Queensland today using a range of online and geo- targeted channels, including digital, out of home/street media, universities, cafés and bar screens, as well as convenience advertising in selected precincts.
Agency – Khemistry, a GrowthOps Business
Creative Director: Lindsay Thompson
Head of Innovation and Strategy: Caroline Starecky
Copywriter: Tim Kelly
Art Director: Sal Borzillo
Graphic Artists: Gaelle Masurier, Steve Wallwork
Director: Ashton Ward
Head of Content: Phil Hagstrom
D.O.P/Stills Photographer: Damien Bredberg
Senior Producer: Bec Dakin
Post Production: Khemistry
Music Composition: David Gaylard
Head of Digital: James Bracken
Senior Digital Producer: Danielle Shannon
UX/UI Designer: Sophia McDermott
FE Developer: Lakeisha Wall
Digital Developer: Jose Navas
Account Director: Dianne Grice
Senior Account Manager: Dan Paull
Client – Queensland Government – Department of Health
Jennifer Cassidy
Heather McGregor
18 Comments
How the fuck do you grow up with the entire internet of information at your fingertips via the device that’s constantly in your hands, and not understand this basic stuff?
I watched this about 4 times over before my eyes moved over to read the words.
60% of young adults are fucking idiots.
That guy had a word-on
Awesome way to educate young adults via social media, well needed!
If young folk are as ignorant as the press release claims, is it realistic to expect them to know what an STI is?
That aside, the executions do none of the things claimed.
STD sounds nastier.
That website ain’t pretty, though.
That should read ‘60% of young Queenslanders’.
That’s a lot of people to design an arrow with a stat in it pointing at panties
They’re not as stupid as these ads think they are.
I think the Khemistry infographics junior did this
Khemistry. Kinda like the intern of agencies. Fortunately for them they get to practice on the Qld Government, who wouldn’t know a good campaign if it came up and bit them on their privates.
Somehow this helps explain how Katter, Hansen, and Dutton get voted in. The electorate are too dumb to find their own genitalia.
Yeah it’s not amazing but it’s a tough client to get any decent work through. (Even in Queensland). So lay the fuck off would ya?
Mac. Most people in this industry support their work and thank their clients.
Well done for being nonconformist and running them both down.
You go for it, who wants a longterm client relationship anyway.
Queensland ad land bitch fight!!
Calm down guys, its not bad, wouldn’t PR it, but tallyho
Im just more interested in seeing all the QLD bloggers thong slap each other with one hand, whilst drinking xxxx in the other.
That’s extraordinarily funny.