The document discusses strategies to increase condom usage among teens to reduce sexually transmitted infections and teen pregnancy. It notes the high rate of new STIs and suggests making condoms a desirable accessory to encourage "herd mentality". The role of communications is to increase positive visibility of condoms and portray them as empowering items that give access to rewards. Specific ideas include condom promotions at clubs like burger stands or treats in bathrooms, and contests to win products by advocating for condoms on health sites. Initial results showed a 10% increase in condom carrying in Liverpool from these types of initiatives.
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COI - Adult Sexual Health
1. Let’s talk about sex… COI DH & DCSF Adult Sexual Health & Teen Pregnancy
2. The challenge 400,000 new STIs in 1 year 6% more than previous year 50% are new diagnoses Reduce teenage pregnancy and rate of STIs
3. The insight Our natural instinct is to have babies, it’s emotionally driven rather than rationally If we are to achievebehaviouralcascades we must work with nature rather than against it, tap into herd mentality
4. The Role for Communications Increase ‘positive’ visibility - make condoms a must have item
5. Communications Idea Condom is the hero, giving you access to stuff that makes you feel more confident/empowered - really is essential to wear HAVE THE CONFIDENCE TO CARRY
6. Communications Solution Reward advocacy… at the right time…with benefits Use strategic partnerships to give people real confidence to carry condoms and reward this positive behaviour through sales promotions and special offers
7. In Practice… Fun Condom burger stands outside clubs Condoms as sweets in club toilets Evening Day time Condoms in the back of taxis Useful Condoms in mint tins
8. Win a year’s supply of Fudge hair styling products by entering a competition with Mates condoms on health and beauty site Candy Addicted Queue jump with a condom at 23 night clubs and 28 student nights
9. Results Carry levels increased in Liverpool by 10% – Overall, stated and checked condom carry was closely correlated
Editor's Notes
Strongest activities are fun or useful and fit with a night out practically or tonally
