Winner
FREE 2 B ME
Summary of work
Despite an award-winning campaign in 2009, further efforts were required to encourage young people (YP) in the county 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 ongoing, real-time communication with a significant proportion of the target demographic.
Judges’ comments
This programme was really innovative in terms of involving young people and developing the logo. They looked at all the different brand names and got involvement rather than just coming out with them. The results were good and drove people into health clinics.
Testimonials and Judges’ 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.
