Effies
Australia
A Masterclass in Government Sex Talks
Agency
Ogilvy Australia
Client
Australian Government Department of Health Disability and Ageing
Awards
Bronze
Government
Bronze
Positive Change
Finalist
Most Original Thinking
Summary
In a challenging public health environment, Australia's Health Department launched the 'Beforeplay' campaign to address a sharp rise in STIs among young people. The campaign's breakthrough was in reframing sexual health testing, shifting it from an anxiety-driven emergency to an enticing and liberated prelude to great sex. This creative approach successfully navigated youth scepticism towards government messaging. 'Beforeplay' drove significant behavioural change, with two-thirds of the target demographic reporting that they had taken proactive steps to prevent STIs.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Leanne Ringwood | Assistant Secretary, Communication Strategies and Campaigns Secretary | Australian Government Department of Health, Disability and Ageing |
| Nicole McGee | Director, Preventative Health | Australian Government Department of Health, Disability and Ageing |
| Nick Connelly | Director, Market Research Unit | Australian Government Department of Health, Disability and Ageing |
| Andrew Braithwaite | Strategy Director | Ogilvy Australia |
| Dane Smith | Behavioural Science Lead | Ogilvy Australia |
| Damien Pashby | Client Lead | Ogilvy Australia |
| Charlotte Doyle | Senior Account Director | Ogilvy Australia |
| Shaun Branagan | Group Creative Director | Ogilvy Australia |
| Andrew Hankin | Group Creative Director | Ogilvy Australia |
| Andy Cooke | Head of Art | Ogilvy Australia |
| James Greig | Art Director | Ogilvy Australia |
| Franco Ashton | Copywriter | Ogilvy Australia |
| Georgina Brady | Creative Communications Director | UM |
| Michelle Nagle | Strategy Director | UM |