Bet You Wouldn't
Year
2003/2004 (Phase One of Healthy Respect)
Timings - December 2003/January 2004
Back to top
Message
If you’re going to out drinking over the festive period, be aware of the risks involved and be safe.
Back to top
Background
Evidence suggests that in the UK during the festive season, people are more likely to have unprotected sex as a result of increased alcohol consumption.
The campaign complemented the Scottish Executive’s national alcohol campaign, “Don’t let too much drink spoil a good night out’ but specifically highlighted the issue of alcohol and the potential detrimental effects if may have on sexual health. The campaign also provided information about sexual health services opening hours during the festive period.
NHS Health Scotland’s TV campaign on STI awareness was also launched during this period, which ensured high profile of the topic.
Back to top
Target Audience
Males and females aged 18-24 years living in the Lothians, who are out and about during the festive period.
Back to top
Objective
- Raise awareness that alcohol can impact on your ability to makes safe choices regarding sex
- Provide access information regarding sexual health services
Back to top
Call To Action
- Contact appropriate sexual health agencies for information about opening hours
Back to top
Communication Channels
Media:
- Paid for press advertising campaign (Evening News, Daily Record, The Metro, The List and The Big Issue
- Information packs (10,000) (in the style of a Christmas gift) containing a ‘decision making’ dice and credit-card sized leaflets were distributed in selected Edinburgh city centre venues such as pubs and clubs (hand-to-hand and table top leafleting)
The dice was intended as a fun way of prompting discussion around options on how to spend your leisure time. Instead of displaying traditional numbers the dice said ‘Dance, pub, relax, gym, food and love’. The cards asked people how they wanted to have fun over the festive season with the strap line ‘ good sex means no regrets’ and sign-posted recipients to the Healthy Respect website and the NHS help-line (both of which were updated with seasonal opening times for accessing key sexual health services such as emergency contraception, condoms, other forms of contraception and counselling, help and advice).
Back to top
Agencies
Advertising/design
- Concept development – in-house communication team
- Graphic Partners for card, stickers and adverts
Research/Tracking
Back to top