Action Canada needed to build a multi-year campaign to engage youth about the importance of STI testing—while also being hyper-targeted to specific communities such as racialized youth in Toronto, 2sLBGTQIA+ youth in Saskatoon, and gay/bi/men who have sex with men (gbMSM) in Calgary.
After extensive research to identify the barriers for our audiences, we launched a campaign that presented STI testing in the most destigmatizing way possible. It began with a cheeky and fun visual identity that was robust enough to be repurposed for each target audience. Picking up on an existing audience behaviour, we used emojis to talk about sex—setting a sex positive tone.
Five distinct waves of content were created to reach each disparate audience—including young adults who simply wanted direct info; other groups who were more receptive to celebrity influencers; and even an audience who typically finds STI information cringeworthy and off-putting.