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Awareness Campaign – STI Public Health

Alberta Health Services' STI Awareness Campaign

With STI rates skyrocketing in Alberta, how could AHS reach young people who clearly weren’t practicing safe sex?

The answer was a campaign that took a radically different tone than the hectoring and scaremongering normally reserved for the topic. By taking a sex-positive approach that spoke our audience’s language, we scored mass media attention and sparked conversation across Facebook, Twitter and Instagram.

In the campaign’s first 10 days, traffic to sexgerms.com increased 1,150% with a 37.31% conversion rate of people looking for more information about STIs and getting tested.