We all know what foreplay is. But Ogilvy and the Australian Government want young people to know about Beforeplay too. Beforeplay is the regular STI testing you do before you hook up with your match, before you remember to use protection.
The campaign targeting people aged 20-34 aims to normalise regular STI testing to reduce STI infections. 1 in 6 Australians will get an STI and the rates of infection are rising.
Beforeplay is running across Australia on OLV, social, OOH and bar coasters, plus media placement on dating apps like Tinder and Grindr and O-Week activations. Ogilvy developed and executed the creative strategy and worked with UM on the media, including the extensions into online dating apps and O-week activity. The Beforeplay idea has behaviour change at its heart. In addition to traditional awareness channels, it stretches through to other targeted activity like specially branded condoms at O Week activations to embed Beforeplay and its meaning into regular thinking about sex.
Ogilvy creative group head, Shaun Branagan, stated, “Beforeplay aims to put the emphasis on making sure people get tested before they jump into things. It’s the important step before the bedroom, and even before the meetup.
“The campaign also aims to make STI testing feel not like an obstacle, but a normal part of looking after your health. The work introduces new language to make it clear regular check-ups, even outside of perceived moments of risk, is a socially accepted practice, and something people do to proudly take charge of their sexual health. It adapts a common component of great sex – foreplay, a moment that we all know comes first – and stretches that concept into a moment that begins before you even get into the bedroom.”
Mark Butler,Minister for Health and Aged Care, commented, “The Beforeplay campaign is a timely reminder of the simple steps everyone should follow to stay in control of their sexual health and prevent STI transmission. It’s been almost 15 years since the last major STI awareness campaign from the Australian Government. This is an important health issue, not a taboo topic.”
Credits:
Client: Australian Government Department of Health and Aged Care
Creative Agency: Ogilvy
Director: Selina Miles
Production Company: Scoundrel
Photographer: Karima Asaad
Sound House: Heckler Sound
Post House: White Chocolate
