Longtail targets young people with integrated STI campaign for the Health Department of WA

Longtail has created an integrated concept for the WA Department of Health’s STI campaign, which was aimed at young WA people in the lead-up to Leavers and the summer holiday period.

The campaign was launched across a range of mobile, social media, radio and video spots across Facebook, Spotify, Southern Cross Austereo, doctors’ surgeries plus clubs and pubs across WA. It is designed to highlight the fact that many STIs have no obvious external symptoms, and that many infected young people ‘don’t even know it’s there’. The online video has had more than 70,000 views on the Healthy WA Facebook page alone.

Watch the 30-sec version HERE (click HD to see it in high quality).

Listen to Gonorrhoea radio HERE

Listen to Chlamydia radio HERE

Longtail won the project back in October and the concept launched to coincide with Leavers Week and the launch of the couldihaveit.com.au site (which Longtail did not develop).

“Obviously this campaign gave us a lot of opportunity to create something a bit creepier and more in-your-face than the usual ad campaign,” said Longtail Creative Director Josh Edge. “The message is an important one, and the answer is so simple -just do a quick pee in a cup at your local clinic. If I had my way, everyone in Perth advertising would be forced to pee in a cup.”

Credits

Agency: Longtail

Art Director: Shaun Thomson

Copywriter: Tom Bradbeer

Creative Director: Josh Edge

Head of Art: Rikki Burns

Creative: Leah Mammoliti & Hayley Kaptein

Account Service: Sam Campbell

Production Co: Beautiful Pictures

Director: Paul Komadina

Post Production: The Office of John Cheese

Sound Design: Nick Gallagher, Brainestorm

Client: Elizabeth Tyndall, Health Dept. of WA