Making PHE Matter
Public Health England (Customer Engagement, Social)
We knew that young people can’t assess risks until they know them and spend time digesting these risks (National Institute of Mental Health 2011). We needed a campaign to alert them to the risks of STIs, in a language they would understand so they could start to assess those risks.
The solution was simple: no shock tactics or silly jokes, just descriptions of unpleasant personal experiences from teens themselves to alert our target audience to the risks of not using protection.
The percentage of young people reporting they had used a condom increased from 44% to 49%.