Best Public Health Initiative

Summary of work

Despite an award-winning campaign in 2009, further efforts were required to encourage young people (YP) in East Sussex to access local sexual health services and to practice safe sex.

Through intensive research and innovative thinking, the agency stepped outside the brief and created a campaign which effectively branded local sexual health services as ‘YP-friendly’ – and delivered above-target reductions in the rate of teenage pregnancy. In the process, a unique Facebook community was established that enables on-going, real-time communication with a significant proportion of the target demographic.

Judges comments

A clever campaign, innovative with tangible outcomes from the objectives.

Stakeholder comments

Commissioning manager: This programme did more than simply build upon a previous, award-winning campaign. Yes, it exceeded the defined objectives but in terms of our ability to engage and directly communicate with young people in our area, it delivered more than we thought achievable.