CREATIVE DIRECTION, FILM, WEB DESIGN, UX + UI, BRANDING, COPYWRITING
In 2010 young people accounted for 77% of all STIs diagnosed in Australia, driven by a 20 percent increase in the rate of STIs diagnosed amongst people aged 15-29 in the past three years. Despite this growing health crisis, Australia does not place young people at the center of its response to STI prevention. "It is currently easier for a young person to contract an STI than it is to ensure they have access to the basic knowledge, services and support to positively deal with their sexual development and prevent physical and mental harms” - AYAC & YEAH, 2012.
This campaign aims to increase a male's sense of personal risk/susceptibility whilst encouraging behavioural changes in the key demographic to reduce sexual risk taking, by promoting preventative behaviours and encouraging testing. This strategy was then followed by giving a digital solution of the STI Calculator to encourage testing for STIs amongst heterosexual, men who have a notoriety for ignoring health issues and prolonging regular check ups.