Effies
Australia
The STI Campaign Algorithms Tried to Ban. The Results They Couldn’t Ignore
Agency
Sexual and Reproductive Health Australia
Client
Sexual and Reproductive Health Australia
Awards
Finalist
Not For Profit Organisations
Case Study
Summary
When sexual health messages were increasingly restricted by digital algorithms, this national STI campaign had to rethink how to reach young Australians. Targeting 18–34-year-olds, it used podcast integrations, outdoor media, creator-style content and mobile-first journeys to normalise STI testing and reduce stigma. Despite platform censorship, the campaign achieved over 121 million impressions and drove a 13.2% increase in STI-related appointments nationally. By turning algorithmic suppression into behavioural opportunity, the campaign transformed awareness into measurable action at scale across Australia’s hardest-to-reach audience.
Case study
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Credits
| Daile Kelleher | Chief Executive Officer | Sexual and Reproductive Health Australia |
| Rebecca Atkinson | Strategic Engagement and Communications Lead | Sexual and Reproductive Health Australia |
| Sarah Cabret | Head of Marketing, Media and Advocacy | Sexual Health Victoria |
| Jackson Elliott | Marketing Manager | Sexual Health Victoria |
| Katelyn Samarkovski | Social Media and Marketing Coordinator | Sexual Health Victoria |
| Caroline Mulcahy | Chief Executive Officer, Sexual Health Victoria | Sexual Health Victoria |
| Ania Pendrakowska | Creative Content and Marketing Project Lead | Sexual Health Victoria |
| Noah Portelli | Placement – Graphic Designer | Sexual Health Victoria |