In 2017, freuds supported Public Health England with the launch of the Government’s first sexual health campaign in eight years. The ‘Protect Against STIS’ campaign was targeted at 16-24 year olds and aimed to encourage condom use and reduce the spread of STIs in young people.
Working with Republic, freuds conducted attitudinal research towards condom use in young people, which uncovered that half of young people have had sex with a new partner without a condom. Through a highly targeted media strategy to outreach to the titles most consumed by young people, the team achieved over 70 pieces of coverage, including a BBC Newsbeat special report takeover, featuring a live broadcast from a sexual health clinic.
In 2018, freuds and Procure secured the support Made in Chelsea’s Sam Thompson to make a new short film for the campaign where he investigated the high rate of STIs in young people. During filming, he met with TV doctor, Dr Sara Kayat, and experts to uncover more about STIs and condoms. For the first time, he also opened up about his own experience of having chlamydia. The film was posted on Sam’s Instagram and YouTube page and has received a staggering number of positive and supportive comments from fans and followers, as well as sexual health experts themselves.
The team additionally engaged vlogger Hannah Witton who is passionate about spreading the important message to create original content to educate and inspire her followers to use a condom.
Hannah and Sam’s work reached 1.3million young people, with many of them commenting on the posts thanking the influencers for talking about such an important issue and helping to break down the barriers surrounding the taboo topic of contraception and safe sex.
freuds also recruited a number of microinfluencers via Instagrammer platform Takumi to engage their followers in condom positive posts about the campaign, which reached a combined total of 1 million followers using the hashtag #ProtectAgainstSTIs.