Best2Know: Advertising

the client: Best2Know

Chlamydia is the most common sexually transmitted infection in the United Kingdom. In order to combat the rise in infection the Government has set a target of 15% of the target age group (16 to 25 year olds) to be tested per annum.

In order to address within Cumbria and Lancashire certain key behaviour issues needed to be addressed:

• Increasing rates of Chlamydia amongst young people
• Low take up of Chlamydia screening
• Identification of mechanism that would encourage screening up take in young people

aim

To address key behaviour issues, raise awareness and increase Chlamydia testing levels in the target audience (sexually active 16 to 25 year olds in the county’s of Cumbria & Lancashire).

the process

• Insight & research
• Focus groups
• Stakeholder consultation
• Creative solution
• Media planning
• Evaluation

research

Both quantitative and qualitative data was gathered using a mix of postal and questionnaires, patient interviews and focus groups from within the target audience.

key findings

• Significant numbers aware of the term Chlamydia and STI’s
• Minimal awareness of frequent lack of Chlamydia symptoms and the importance of testing
• Very high awareness of the importance of use of condoms
• Low awareness free test kit postal system
• Leaflets and websites preferred methods of information
• High rate of positive feedback for combined information and screening website
• 50:50 split over method of receiving results, between face-to-face consultation, with sexual health professional, and remote methods such as text, letter or email

The research also exposed other pointers to behaviour drivers including the stigma of Chlamydia and STI testing, denial (would rather not know) and concerns over being negatively labeled if carrying condoms (this was particularly prominent with female participants).

01. who, what, where & why