Flin focuses on sexual health for Atupri
The digital marketing agency Flin is carrying out a content marketing campaign for the health insurance provider Atupri on the topic of sexual health. Through a representative survey on testing behavior regarding sexually transmitted diseases and a PDF guide for open conversations about sex, the insurance provider is turning a taboo topic into a topic of conversation.
Although sexuality is an essential part of health, it still remains a taboo subject for many. With the support of digital marketing agency Flin, health insurer Atupri is tackling this sensitive topic and focusing on sexual health with a holistic content marketing approach.
Representative survey and practical guide
Central elements of the campaign are a representative survey of the Swiss population on testing behavior in relation to sexually transmitted infections (STIs) and a guide for couples on how to talk openly about sex. These measures are complemented by various blog articles on topics such as porn addiction, male contraception, male fertility and menopause. The result is a content-nurturing network that covers the whole range of sexual health topics.
All content was developed in collaboration with sexologist Miriam Siegenthaler and specialist Dr. Antonios Liolios. With its own representative survey and the PDF guide, Atupri is creating content that goes beyond banal health tips and aims to make people more vocal about an often taboo subject.
Taking sensitive topics seriously
«We deliberately focus on topics that concern people in their everyday lives - even if they are sensitive or not yet well established in the insurance context,» explains Florence Hauri, communications specialist at Atupri.
«Good content marketing takes sensitive questions seriously, incorporates different perspectives from experts and translates them into formats that offer real added value for users,» adds Leandra Brun, content marketing specialist and project manager at Flin. «With the survey and the PDF guide, we have created content that is intended to stimulate conversations about sexual health.»
The campaign is now running on Atupri's digital channels.
Responsible at Flin: Leandra Brun (Project Management and Strategy), Flavio Dal Din (Strategy and Content Marketing), Lukas Günter (Content Marketing), Larissa Krattinger (Marketing Automation). Responsible at Atupri: Florence Hauri (Communications Specialist), Robin Wyler (CRM Campaign Manager), Flavia Oester (Communications Specialist). More: Miriam Siegenthaler (Sexologist M.A. | FSS), Dr. Antonios Liolios (Specialist in Psychiatry and Psychotherapy), Marge Fellerer (Insiders, Designer), Dr. Petra Sidler (DemoScope, Project Manager and Data Analyst).
