Sexual Health and Teenage Pregnancy Sex. Worth talking about A campaign toolkit for teenage pregnancy and sexual health professionals
Table of Contents 1. Introduction...3 2. Campaign strategy...3 3. Audiences...3 4. National campaign...3 5. Using the SWTA assets...4 6. Assets available to download... 5 Posters.. 5 Empty belly posters...6 Logos...6 Leaflets...7 Digital display contraception advert (for local services' own websites)...8 Brand guidelines 8 7. Assets available through COI...8 TV and Cinema...9 Radio...9 Press...9 Digital display contraception adverts (for paid-for media)...9 8. Social media - Facebook...9 9. Condom materials...10 10. Contraception booklets...11 11. Partnership marketing...12 2
1. Introduction This toolkit gives the background to the Department of Health and the Department for Education s Sex. Worth talking about campaign. It also includes information about how teenage pregnancy and sexual health professionals can access campaign materials. 2. Campaign strategy International and academic evidence suggests that better communication is a key driver of safer sex. Evidence from countries such as the Netherlands, which has a strong record in tackling this issue, highlights the role of creating open and honest discussion and building a culture that frames sexual behaviour amongst young people as a normal part of their development. This suggests broader cultural change could play an important role in tackling teenage pregnancy and poor sexual health in England. These concepts helped to underpin the Sex. Worth Talking About (SWTA) campaign, which was designed to help young people make more informed choices about contraception, chlamydia testing and to look after their sexual health. The campaign seeks to normalise conversations about safer sexual practices, and to create an open, positive and supportive environment for young people to ask questions, find out more and voice concerns. In addition, the campaign promotes protection measures through: promoting choice of effective contraception (in particular long-acting reversible contraception LARCs); promoting chlamydia testing; and increasing access to condoms to protect against STIs. 3. Audiences The primary audience for SWTA is sexually active under 25s. The campaign also targets influencers such as parents and health and non-health professionals working with young people. 4. National campaign The national campaign ran between November 2009 and March 2010 and included TV, radio, cinema and digital advertising, as well as PR, partnership and social media activity. It featured two main strands, Contraception. Worth talking about and Chlamydia. Worth talking about, both of which achieved high levels of awareness: tracking research showed 96% of 16 24 year old females recognised any element of the contraception strand and 86% any element of the chlamydia strand. The research also showed that both campaigns prompted young people to act. For example, 8% of 16 24 year old women said they had booked an appointment with a doctor or nurse to discuss contraception, while 11% of 16 24 year olds said they had taken a 3
chlamydia test. Encouragingly, the number of chlamydia tests in January to March 2010 was 45% higher than in the same period a year earlier. 1 Following the freeze on non-essential marketing, the Department of Health and the Department for Education are not running the campaign nationally at the current time. However, the NHS and Local Authorities can build on its success by using the SWTA assets to help deliver their own local or regional programmes. 5. Using the SWTA assets This section outlines what assets are available and how to access them. The cost of creating the assets has already been borne by DH and DfE. The only costs you need to pay to use these assets are usage fees where the licence to use them has expired and an administration fee payable to COI if you wish to use the TV, radio, press, cinema or digital adverts. Further details are given in section 7. The adverts include reference to the nhs.uk/worthtalkingabout website or direct people to search online for worth talking about, which lead to the Sex. Worth talking about campaign landing page on the NHS choices website. We recommend that you evaluate your activity to help you understand what works effectively in your area. The nhs.uk/worthtalkingabout landing page has a postcode search facility for users to find details of local sexual health services. From January 2011, the nhs.uk/sexualhealthprofessional website will include a report, updated monthly, of numbers using this facility, broken down by partial postcode at the first three characters level (eg SW1). The report also will also give a breakdown by postcode of the number of searches for particular services (eg contraceptives, chlamydia screening for under 25s ). This may help you to determine the impact of the use of these assets in your local area. 1 560,175 chlamydia tests were carried out in January to March 2010 compared with 386,356 in January to March 2009 4
6. Assets available to download Posters, logos, leaflets and digital artwork are available to download free of charge from the campaign resources page at the nhs.uk/sexualhealthprofessional website. Posters There are nine A4 full colour poster versions of the press adverts for both contraception and chlamydia (some examples are given below). These can be used in a variety of settings, such as waiting areas (to prompt contemplation) or in consulting rooms (to help start conversations). Contraception: parent/teenager Contraception: IUS Chlamydia: station Chlamydia: clinic male 5
Empty belly posters Empty belly versions of the above posters are also available and have space to include local messaging (eg contact or service information). When using these versions, it is a good idea to keep your message short so that the text is large enough to read at a distance. Further details on how to use the empty belly posters are given on the campaign resources page of the nhs.uk/sexualhealthprofessional website. Printed posters featuring all nine adverts can also be ordered free from the DH Orderline while stocks last at www.dh.orderline.gov.uk - just type contraception or chlamydia in the keyword search box. Quantities are usually limited to 15 copies of each poster per organisation. Please note that usage 2 agreements for all contraception posters expire on 29 th November 2011 and for the chlamydia posters on 11 th January 2012. This means that these posters cannot be used after these dates. Logos Further details on how to use the campaign logos are given in the brand guidelines on the campaign resources page of the nhs.uk/sexualhealthprofessional website. 2 Usage a licence to use an advert for a given period of time in a specified channel (eg cinema, print) and in a specified geographic area 6
Leaflets Leaflets for healthcare professionals and young people have been developed to make it easier to have conversations about sexual health, relationships, contraception and chlamydia testing. Sex. Worth talking about: A Healthcare Professional s Guide: an A5 leaflet that gives practical tips to help HCPs talk to young people about sexual health and contraception Sex. Worth talking about: A young person s guide: a z-card for sexually active young people Sex. Worth talking about: My relationship, my decision: a z-card for teenagers Copies of these leaflets can also be ordered free from the DH orderline while stocks last at www.dh.orderline.gov.uk - just type contraception or chlamydia in the keyword search box. Quantities are usually limited to 100 copies of each leaflet per organisation. The sexual health charities Brook and FPA also produce a range of leaflets on contraception and sexual health. Please visit their websites (www.brook.org.uk and www.fpa.org.uk) for more details. 7
Digital display advert A digital display Contraception. Worth talking about banner advert is available to download for featuring on local services own websites. A number of other digital contraception adverts are available for use in in a paid-for-media context. If you wish to use these, please see Section 7 below. Brand guidelines If you wish to produce your own materials, please download the brand guidelines on the campaign resources page of the nhs.uk/sexualhealthprofessional website. These guidelines have been produced to help ensure that the design and copy of materials are consistent in style and tone of voice across all materials produced for or to support the Sex. Worth talking about campaign. 7. Assets available through COI The Central Office of Information (COI) provides publicity services to UK government departments. TV, radio, cinema, print/display and digital adverts are available through the COI regional team, primarily for use in paid-for advertising campaigns. Please see below for details of each advert. As well as supplying the adverts, COI will also ensure that your use of them is compliant with legal requirements. COI can also help you with your campaign planning and manage the implementation and buying of media, through its centralised media buying agency M4C. M4C can help plan effective local media campaigns, maximising impact and avoiding duplication across the country. COI can also provide support and advice developing audience insight and campaign strategy. Please note, while initial conversations with COI will be free of charge, if you decide to progress with the work there will be a project management fee to pay. If you use any of the adverts listed below in a paid-for advertising context, there is likely to be a cost to cover usage 3 and supply 4. A media plan showing different channels being used and the budget allocated to each will need to be supplied in order for COI to work out this cost for you. As mentioned above, COI can help you develop this plan. If the adverts are being used widely, with a high spend, there may be an additional fee to pay the advertising agency. COI will advise upfront if this fee is applicable. Please contact Sarbjit Wheelwright at COI for further information: Tel: 0161 618 1632 3 Usage a licence to use an advert for a given period of time in a specified channel (eg cinema, print) and in a specified geographic area 4 Supply costs the costs of supplying the adverts to the relevant channel 8
Email: sarbjit.wheelwright@coi.gsi.gov.uk TV and Cinema Two TV adverts are available, Contraception. Worth talking about which covers contraception choice and Chlamydia. Worth talking about on accepting a chlamydia test. These adverts can be used in healthcare and educational settings (including GP surgeries, youth centres etc) but are not available for broadcast use on TV. The TV adverts have also been adapted for screening in cinemas. They can be viewed at the nhs.uk/sexualhealthprofessional website. These adverts cannot be adapted in any way. Radio There are three radio adverts for each of the Contraception. Worth talking about and Chlamydia. Worth talking about strands. These adverts cannot be adapted in any way. Scripts are available for viewing on the nhs.uk/sexualhealthprofessional website. Press The nine press adverts featured above under Posters are available to place as adverts in local press. COI (see contact details above) can assist with resizing these adverts if required. Digital display adverts Five digital display Contraception. Worth talking about adverts are available. These adverts cannot be adapted. 8. Social media - Facebook The Say yes to the test (www.facebook.com/sayyestothetest) is the Facebook fan page that was developed to enable a 16 24 year old audience to acknowledge chlamydia s relevance to them and to increase the likelihood that they will take a test. The page has over 64,000 fans across the UK. While the page is not a particularly effective location to promote local activity (most fans will be many miles away), it is a great place to promote consideration of chlamydia and testing. If you are thinking about using Facebook as part of your communications programme, please speak to the communications team in your PCT or Local Authority for advice on how to make it work to your best advantage. Social media is a very new medium and knowing how to capitalise on its unique characteristics can be quite a challenge. If you use Facebook as part of your communications strategy, please join Say yes to the test as a fan. 9
9. Condom materials Artwork for condom packaging and posters to promote condom carrying are available to download from the partnership materials page of the nhs.uk/sexualhealthprofessional website. Condom packaging artwork During the latter stages of the Condom Essential Wear and the Sex. Worth talking about campaigns, a number of projects were undertaken with PCTs and commercial partners to help encourage sexually active young people to carry a condom on a night out. Partners included clubs, bars, hair salons, taxi firms, universities and colleges. Their involvement ranged from arranging queue jump with a condom nights to free distribution of condoms. A number of materials were developed to facilitate this project, including condoms disguised as lollies, condoms packaged with mints etc (see below). Downloadable artwork and a guide on how to produce these items, including details of the materials you will need to buy, are available on the nhs.uk/sexualhealth professional website. The website also includes a summary of the project research, which gives recommendations to help maximise the success of this activity. Get Fresh mints and condom Sweet Lovin lolly condom Football shirt condom No mistakes eraser condom Teenage pregnancy and sexual health professionals may wish to use these materials to package condoms for distribution through their own channels. If you would like to distribute these items through partners, please see the section 11 below. 10
Keys, Cash, Condom Posters The following posters were used in partnership activity with pub chains, where they were displayed in washrooms. Local services may wish to display them in their own venues, if appropriate. Mens washroom poster Womens washroom poster 10. Contraception booklets Two versions of a booklet describing the 15 different methods of contraception were developed, one with a fashion theme, the other with a hair/beauty theme. They were distributed via commercial partners, such as fashion outlets and hair and beauty salons, but again could be distributed via local services own channels. Artwork for these booklets is available to download from the partnership materials page at the nhs.uk/sexualhealthprofessional website. Hair/beauty contraception leaflet Fashion contraception leaflet 11
11. Partnership marketing Working with third parties Working with third party organisations to deliver information to your target audience can be an extremely effective and cost efficient way of communicating key messages. As part of the Sex. Worth talking about campaign, DH and DfE worked with a wide range of partners including bars, nightclubs, pharmacies, universities and FE colleges, successfully delivering sexual health information to their target audience. Partnership marketing campaigns rely on finding a benefit for the commercial partner, but building relationships which are not based on monetary exchange can be tricky. If you would like to learn more, including how it has worked for the national Sex. Worth talking about campaign, and get practical tips and advice on how to build, deliver and evaluate a successful partnership strategy, there are opportunities to take part in a local workshop. Please contact Sarbjit Wheelwright at COI for further information: Tel: 0161 618 1632 Email: sarbjit.wheelwright@coi.gsi.gov.uk Partnerships with Nightclubs/Bars During the Sex. Worth talking about campaign, DH and DfE ran partnership Queue Jump with a Condom promotions with nightclubs and bars, to encourage young people to carry a condom on a night out. Club/bar owners agreed to allow customers to queue jump, if they showed a condom at the door. Nightclubs were provided with packs comprising branded t-shirts, posters, stickers and outdoor signage to promote the campaign. A similar Grab a Gift promotion also ran in some venues, where customers were rewarded with a small gift if they had a condom on them. A number of Queue Jump with a Condom and Grab a Gift packs are available for PCT use. Please contact Karen Eldridge at DH for more information (karen.eldridge@dh.gsi.gov.uk). Queue Jump with a Condom empty belly poster Grab a Gift empty belly poster 12