Skip to Navigation

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 increased 1,150% with a 37.31% conversion rate of people looking for more information about STIs and getting tested.