Out of Home International in partnership with 2am Media are to launch one element of a multi-strand interactive sexual health campaign from the 11th January 2012 for NHS Blackpool in order to encourage 18 – 24 year olds in the area to get tested for Chlamydia.
The Outdoor Advertising element of the campaign planned by OOH International will feature tightly targeted washroom panels in the bathrooms of Blackpool’s Litten Tree and Yates’ in the town’s busiest bar district.
Graphic Design and Branding Agency 2am approached OOH International on behalf of NHS Blackpool who has chosen Outdoor Advertising to increase awareness of Blackpool’s local Sexual Health Services and the importance of getting tested for Chlamydia. In conjunction with the awareness campaign, NHS Blackpool have teamed up with Odeon Cinemas and are offering the chance to win a free cinema ticket for each person who completes the test.
The clever artwork for the campaign is a tongue-in-cheek play on movie titles from genres including a disaster featuring the Blackpool tower, romantic comedy, horror and musical. Each poster comes with the movie title ‘Chlamydia’ and a strapline to match the movie genre, the musical poster states ‘Don’t make a song and dance about it…’
Each poster includes the offer, promotes that the disease is ‘Easy to test. Easy to treat’ and assures that the test is painless, simple and free.
OOH International recommended washroom panels as they offer one-to-one impact, and the chosen bars meet the age demographic for the NHS campaign. Due to their location, the panels offer long dwell times of over one minute ensuring the viewer of the panel can really absorb the advertising message, make use of the direct response element and scan the QR code.
When the QR code is scanned the user is taken to a specially built mobile site providing information on the often symptomless STI and The Big Screen film competition. From the site the user can also download the ‘It’s Your Shout’ free app developed by 2am and NHS Blackpool. Designed to tie in with the cinema-themed advertising the app has a ‘just for fun’ Screen Test quiz where users can choose a category and find out which movie character’s personality they are most like by answering a few quick questions. The app has an important element which allows the user to discreetly order a home testing kit for Chlamydia or find out where their nearest GUM clinic is.
Consumers can’t help but engage with washroom panel advertising because they are the ultimate in captive environment. The campaign goes live today and 2am are keen to see the results from the campaign,
“It’s too early to say exactly how well this aspect of the campaign will perform, but we are sure it will make a very positive contribution to the overall aim. The campaign we are managing for NHS Blackpool is targeting 18 – 24 year olds so we wanted to focus our media strategy on reaching as many of the people in the target group as possible. We have previously run similar campaigns using washroom media to good effect and felt that this was the right channel to use again. Out of Home International has been very responsive to all our requests especially give the relatively short lead times they were given and I have every confidence moving forward.”