The Australian Government has launched a new campaign called ‘Beforeplay’, with creative developed by Ogilvy as part of an effort to normalize regular STI testing among young people.
The campaign, targeting young people aged 20-34, aims to educate and raise awareness of STI prevention, by introducing a new step in a sexual health journey called ‘Beforeplay’; getting an STI test before embarking on sexual activity, in addition to using protection.
Ogilvy developed and executed the creative strategy and worked with UM on the media, including the extensions into online dating apps and O-week activity.
“Beforeplay aims to put the emphasis on making sure people get tested before they jump into things,” said Ogilvy Creative Group Head Shaun Branagan.
“It’s the important step before the bedroom, and even before the meetup.
“The campaign also aims to make STI testing feel not like an obstacle, but a normal part of looking after your health. The work introduces new language to make it clear regular check-ups, even outside of perceived moments of risk, is a socially accepted practice, and something people do to proudly take charge of their sexual health. It adapts a common component of great sex – foreplay, a moment that we all know comes first – and stretches that concept into a moment that begins before you even get into the bedroom.”
The Beforeplay idea has behavior change at its heart. In addition to traditional awareness channels, it stretches through to other targeted activity like specially branded condoms at O Week activations to embed Beforeplay and its meaning into regular thinking about sex.
“It’s been almost 15 years since the last major STI awareness campaign from the Australian Government,” said Mark Butler, Minister for Health and Aged Care.
“This is an important health issue, not a taboo topic. The ‘Beforeplay’ campaign will help reduce the stigma around STI testing and prevention.”
Credits
Client – Australian Government Department of Health and Aged Care
Creative Agency – Ogilvy
Director – Selina Miles
Production Company – Scoundrel
Photographer – Karima Asaad
Sound House – Sonar
Post House – White Chocolate
