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The Background

The Background. National government funding to promote safe sex and sexual health education. Only 4 staff and volunteer peer educators. Demand from all over Australia, including diverse geographic locations. Any engagement needed to be cost effective. RedAware – a case study.

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The Background

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  1. The Background • National government funding to promote safe sex and sexual health education. • Only 4 staff and volunteer peer educators. • Demand from all over Australia, including diverse geographic locations. • Any engagement needed to be cost effective.

  2. RedAware – a case study

  3. Being RedAware • Think Red: Think about your sexual health and get informed • Talk Red: Start a conversation about sexual health • Act Red: Take positive action to prevent the spread of HIV and other STIs.

  4. Why RedAware? • Existing branding that resonated with young Australians • Linked into international HIV/AIDS ‘Red’ campaigns • Wanted to allow young Australians to have an opportunity for scaled involvement w YEAH, RedAware allows all Australians, no matter age or geographic location to be involved.

  5. A more traditional social media campaign • Action based email campaign • Calls to action/information are a combination of YEAHs own initiatives and other relevant actions. • Email campaign is the key pillar of our social media campaign, supported by other channels.

  6. Challenges • YEAH targets a mainstream young Australian audience. • Core issues of sexual health and safe sex are generalist, no single issue. • Needed to be cost effective and make the most use of out limited resources

  7. How we addressed challenges • Every sign up to our campaign makes a statement on sign up as to why they’re RedAware. • YEAH sends out a ‘Safe Sex Kit’ to every sign up who requests it (this has pros/cons) • Use peer education Facebook groups as sources for content • Tie-ins to big engaging campaigns (YEAH and other) • Professional look and feel

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