Ain't listenin'
2002 (Phase One of Healthy Respect)
Timings - February –April 2002; June 2002
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To encourage more effective communication around sexual health and relationships issues.
Taking inspiration from the then popular phrase “talk to the hand cause the face ain’t listenin’”, the campaign depicts young people posing questions about sexual health and relationships to a series of animate and inanimate objets.
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The campaign focuses on the fact that many young people find it difficult to talk about relationships and deals with issues such as pregnancy, contraception and protection from sexually transmitted infections.
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Males and females aged 13-17 years living in the Lothians. Heterosexual, gay, lesbian or bi-sexual. Young people who may be hanging around with friends on the street, near local fast food outlets, who may be experimenting with sex for the first time and would be cautious about talking about it openly with adults, or seriously amongst friends.
Males and females aged 18 – 24 year living in the Lothians. Heterosexual, gay, lesbian or bi-sexual. Young people who may have had more sexual experience, but may still be ignorant of the basic facts about sexually transmitted infections (STIs) and may not be talking about sex and relationships with their sexual partners.
This campaign also specifically targeted males and female students aged 18-24 attending Telford, Stevenson, West Lothian and Jewel & Esk Valley Colleges.
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The campaign objectives fall into two categories:
Sexual Health
- Raise awareness of contraception and pregnancy
- Raise awareness of protection and sexually transmitted diseases
- Raise awareness of sex and condom use
Brand awareness and brand building
- To build a strong brand identity for Healthy Respect
- To promote positive attitudes to sexuality and sexual relationships amongst young people by focusing on self esteem and confidence issues
- To encourage a climate of openness regarding the discussion of sexual issues and to encourage young people to have the confidence to take responsibility for their sexual health
- To promote the concept that sexual health is part of total bodily health and not something to be afraid or embarrassed about
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Get information on sexual health services from the Healthy Respect website or their GP
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Media
- Cinema advert
- Radio adverts on Forth 1
- Bus panel (interior)
- Bus sides (external)
- Bus shelters
- Postcard
- Posters using convenience advertising (toilet advertising) in further
education (FE) colleges
Using advertising space on the backs on toilet doors and alongside wash hand basin is a particularly effective medium to reach young people in an environment where they have time to consider potentially sensitive topics in relative privacy.
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Advertising/design
Research
- Concept development and pre-testing of creative concepts was carried out by The Union advertising agency, Edinburgh
- Campaign and brand awareness tracking was carried out by Market Research UK
- In-house - attendance levels of sexual health services monitored by Healthy Respect
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