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  • Following our formative social marketing research for Camden NHS, Define were asked to design and produce marketing material to cut-through and engage the 16-24 year old target audience. The material needed to specifically encourage uptake of Chlamydia screening, while delivering supporting messages around better sexual health practice more generally and information on services.

    Working with recommendations from the earlier research, we developed a number of materials including posters, leaflets, banner, booklets and location maps. Alternative designs were tested on-street with 16-24 year old, sexually active youth across the borough. The ‘Silhouette’ design researched well due to two key features: neutrality in relation to the perceived target audience, and implicit connection to the invisibility of Chlamydia.

    The resulting print materials will be used through 2009 and 2010 across the borough, in an integrated marketing campaign to engage and build awareness with the target and increase uptake of sexual services provision.

    >> View the campaign materials.