Designed and developed Quickie campaign to increase uptake in Chlamydia screening through raising awareness, addressing barriers and focusing on de-stigmatising and normalising screening.
Concept, associated messages and creative execution pre-tested with target audience.
12-month communications strategy developed, in line with communications principles, to support target objectives. Based on integrated campaign model, using variety of media, channels and activity to maximise audience touch-points.
- The comms strategy ensured: stakeholders informed about case for action and campaign objectives; approach inclusive, timely and relevant whilst following best practice; as many of target groups could be reached as possible, within timeframe and available budget; recommended media and channels offered best value for money and return on investment; any duplication of effort minimised and opportunities for cross-marketing with both regional and national messaging and campaigns maximized.
- Strategy incorporated risk mitigation plan in relation to route to market; distribution of free condoms; response mechanisms; knowledge transfer from related work; message consistency and building of brand equity; plus the wider community reaction to such a campaign.
- Action plan produced with phased approach focusing on need for early and continuous strategic internal communications within PCT and partnership networks to develop a system-wide approach to issue.
- Brand guideline toolkit
- Interactive website and forum
- Redesigned kit; Kit for peer street teams
- Community media; Radio
- Targeted ATL including atm and toilet advertising
- Digital including facebook advertising and social networking
- Ambient including low-tac stickers
- Product incentive – female and male designed Quickie card and years supply of condoms