Campaign: Public Sector/Healthcare - Viral spreads message on safe teenage sex

Campaign: Game On
Client: Leicestershire Teenage Pregnancy Partnership
PR team: Diva Creative
Timescale: December 2010
Budget: £3,500

Teenage pregnancies traditionally peak during December and January. Diva Creative was asked to run a safe sex campaign.

OBJECTIVES

- To engage with young people and pass on the message about safe sex throughout the party season

- To create a viral campaign that would reinforce the message through peer influence.

STRATEGY AND PLAN

Research identified a trend in retro gaming among the target group due to the re- release of classic Nintendo games on the Wii. Diva Creative used this trend to develop a viral video where a male character is turned away by his girlfriend if he fails to pick up a 'condom bonus'. A YouTube channel was set up to host the video. The video was shared with young people on the student Moodle system by local schools and through posters and fliers. The video was sent to top gaming blogs to get their endorsement.

MEASUREMENT AND EVALUATION

The campaign was featured in local and regional press and 20 pieces of online coverage including a leader on the homepage of The Guardian's site. Gaming sites including Kotaku, The Escapist and Eurogamer recommended the video.

RESULTS

The video received more than 440,000 views in one month.

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