SEXUAL WELLBEING CAMPAIGN MAKES ITS RTE ‘FIRST DATES IRELAND’ DEBUT The HSE Sexual Health and Crisis Pregnancy Programme (SHCPP), HSE Health and Wellbeing recently launched the latest part of its campaign promoting condom use. Twitter: @_respectprotect Facebook: @hserespectprotect Instagram: @hserespectprotect For more information on the campaign please contact Muireann Kirby, Campaign Manager for sexual health campaigns at muireann.kirby@hse.ie. For information about the work of the Sexual Health and Crisis Pregnancy Programme contact Anita Ghafoor-Butt, SHCPP Communications Manager at anita.butt@hse.ie
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he short ad, which appears every week during RTE’s ‘First Dates’ series, delivers a simple, educational message that using a condom correctly reduces the risk of sexually transmitted infections (STIs). The TV ad takes an upbeat approach to deliver clear information about sexual health. Younger adults are likely to be familiar with the voiceover artist, comedian Seán Burke. The new TV ads are the latest addition to the much broader ‘Because’ condom promotion campaign, which first launched in November 2019. The campaign, aimed at young adults aged 18-30, was developed as people in this age-group have an increased risk of acquiring STIs. In 2020, over 11,000 STIs were diagnosed in Ireland. The main objectives of the campaign are to: • build awareness about the risk of acquiring an STI • emphasise the role of condoms in minimising this risk • sign-post people to www.sexualwellbeing.ie for further information about sexual health and wellbeing Young adults have been at the heart of the communications approach since the campaign was first formulated in 2019. Focus groups with 18 – 30 year olds informed the campaign; the feedback showed that young people were looking for clear information and messaging about sexual health, with humour and an educational element to it. The 2021/2022 campaign continues this approach. The consistent tone and artwork, builds on the existing awareness of the campaign among the target audience. Based on a 2020 omnibus, 31% of 18 – 30 year olds recalled seeing or hearing advertising relating to the sexual health campaign and 44% of this group say they would more likely use a condom after seeing the ads. In November 2021, new creative and messages for this campaign were launched across multiple channels. Throughout 2022, the new digital creative will appear across various platforms including YouTube, Facebook, Instagram and Snapchat targeting the 18 – 30 year old audience. In December 2021, SHCPP launched a video element of the ‘Because’ campaign which will be promoted throughout 2022 on platforms such as Youtube, Sky on Demand, Twitch, Spotify Sessions and social media platforms.
‘Sex: Fact or Fiction?’ is a series of engaging videos aiming to debunk myths around sexual health. The new series was shot in UCD and UL campuses in November 2021, showing real students responding to statements relating to sexual health – revealing whether they think the statement is fact or fiction. The reaction is often a mixture of humour, curiosity or surprise. The videos are judgement free and reinforce the importance of condom use to reduce the risks of STIs. The videos provide accurate, accessible information which aim to challenge the myths surrounding sexual health. The videos align with the different poster messages, and encourage discussions on these topics, with a view to normalising broader discussions around sexual health and wellbeing. They will be placed across different platforms targeting the younger audience and across social media platforms. Overall, the campaign messages are positively-framed, with the aim of developing a positive attitude to sexual health and wellbeing in young people.
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