Using behavioural science to drive memorable advertising for a sexual health campaign
Learn how we got Birmingham talking about not-for-profit sexual health service, Umbrella.
Challenge
To raise awareness of sexual health service, Umbrella’s STI self-sampling kits in the Birmingham area.
The service, part of University Hospitals Birmingham NHS Foundation Trust, enabled people to test for STIs in the comfort of their own home, post the kit back and receive their results by phone or text.
Solution
We used both our expertise as a healthcare marketing agency and behavioural science to unpick the messaging that would resonate and bring about the desired effect: take up of the kits.
Our research demonstrated that talking about sexual health openly is a key part in reducing the spread of STIs. A campaign that people would encourage people talk to their mates about without feeling embarrassed would help spread the message.
We used three elements of behavioural science:
- The generation effect - a phenomenon where information is better remembered if it is generated from one's own mind rather than simply read
- Humour - we know this is key in advertising, as laughing releases feel-good endorphins
- The cocktail party effect. Familiarity can help attract attention from the local audience – making it relevant to them
Impact
The result was a series of eye-catching and impactful adverts which related Birmingham landmarks to amusing innuendo. The memorable messaging left the client delighted and achieved the desired result
We tested two different concepts for a campaign to run for non-profit organisation Umbrella. The results showed that the campaign using word play for local landmarks in Birmingham strongly resonated with regional participants.Research Associate