Media Campaigns

Cheesy Chatup Lines

Year

2002/2003 (Phase One of Healthy Respect)

Timings - December 2002 - March 2003

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Message

Encourage young people to be more open and direct in their relationships instead of hiding behind cheesy chat up lines.

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Background

Building on the ‘ain’t listenin’ campaign which opened up the debate on sexual health matters and encouraged people and their partners to get information, help and advice from the healthy respect website or their GP, this campaign aimed to move it on a stage further by encouraging young people to communicate with their partners.

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Target Audience

Young males and females aged 16 - 19 year olds living in the Lothians. These are people who are at college or staring to work, likely to be living at home, hanging out in pubs. They would also include young people who are heterosexual, bisexual, lesbian or gay.

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Objectives

The campaign objectives fall into two categories:

Sexual Health

  • Promote safe sex and contraception
  • Raise awareness of sexually transmitted infections
  • Raise awareness of chlamydia
  • Increase chalamydia testing

Brand awareness and brand building

  • Build a strong brand identity for Healthy Respect
  • Promote positive attitudes to sexuality and sexual relationships amongst young people by focusing on self esteem and confidence issues
  • Encourage a climate of openness regarding the discussion of sexual issues
  • Encourage young people to have the confidence to take responsibility for their sexual health
  • Promote the fact that sexual health is part of total bodily health and not something to be afraid or embarrassed about

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Call To Action

  • Get information on sexual health services from the Healthy Respect website or their GP

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Communication Channels

Media:  

  • Radio adverts along with on-air promotion re a web based competition
  • Bus sides (external) 
  • Bus stop shelters
  • Posters using convenience (toilet) advertising 
  • Postcards
  • Web-based competition (to submit the ‘cheesiest chat up line’). Prizes included a DVD recorder and record tokens.

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Agencies

Advertising/design

  • The Union, Edinburgh

Research

  • Tracking
  • Market Research UK 

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Campaign Creatives