Regency-period dramas like Vanity Fair, Pride & Prejudice and Bridgerton have all been smash hits, especially with young adult audiences. This is the target market that sexual health and wellness charity, Brook, and sexual wellness brand, Pasante, wanted to reach. So Leith has created a humorous Regency-themed film to gain young people’s attention. The campaign was built on newly published report from Brook which revealed that condom use among young people is worryingly low, resulting in an alarming rise in STI rates.
The campaign uses the fact that the steamy antics seen on period TV blockbusters may suggest consequence-free nights in pristine mansions, but in fact, sexually transmitted infections like gonorrhoea, syphilis and chlamydia were rife. Its message is that the threats to sexual health are as real now as they were in times of yore.
The film is eye-catching, cheeky, stunningly cinematic and full of steamy sex-talk – all also used to draw audiences in the period dramas its mimics.
Debbie Morgan and Mairi Wilson, creatives at Leith, commented, “Everyone thinks the romance in shows like Bridgerton is red hot, but the reality is it would have left you … well, burning. We wanted to take advantage of this cultural moment to get people to show how important safe sex is. So it seemed like the perfect time for Brook, Pasante and our lady of the manor to restart the conversation.”
Brook’s new research of more than 2,700 young people showed that nearly half (49%) did not know where to access free condoms, and almost a quarter (24%) did not feel it was important to test themselves for STIs before unprotected sex. Furthermore, Brook has witnessed a decline in 16-24-year-olds accessing contraception and an increase in emergency contraception use. As a result, this is placing increased demand on sexual health services already under pressure amidst financial constraints from public health cuts and with no clear sexual health strategy.
- The UK Health Security Agency (UKHSA) recorded over 400 daily STI diagnoses amongst young people in 2022.
- 30% of young people didn’t use a condom the last time they had penetrative sex (of those surveyed by Brook)
- 20% of young people never use a condom during penetrative sex (of those surveyed by Brook)
Justine Wren, marketing manager at Pasante, commented, “As the new report shows so starkly, there is a real urgency for young people to realise that unprotected sex can have a serious long-term impact for everyone. The new ad is a great way to break down barriers and talk to young people in a relatable way and give them the help and advice they deserve.”
Isabel Inman, assistant director of communications at Brook, added,“Our new data-led insight is a real wake-up call. It shows that the lack of investment in sexual health services and public health messaging is failing young people. For 60 years, Brook has been fearlessly standing up and shouting loudly about issues others may consider too risky or taboo, and this new campaign creatively addresses the real-world risks of STIs and gives people the confidence to talk about sexual health in a positive way.”
Credits:
Client: Brook
Assistant Director of Communications: Isabel Inman
Head of Communications: Sam Hepworth
Client: Pasante
Marketing Managers: Justine Wren & Emma Banks
Marketing Assistant: Emma Banks
Creative Agency: The Leith Agency
Production Company: Leith Studios
Art Director: Debbie Morgan
Copywriter: Mairi Wilson
Senior Producer: Kat Jordan
Producer: Jennie Robson
Senior Account Manager: Nikki Rayner
Business Development Manager – Health: Cori Schwabe
Editor & Grade: Kyle Gaffney
Director of Photography: Jonnie Lewis
Sound Mix & Finiflex: John + Donna Vick
