Don't let it itch, buddy
Euro RSCG Zurich has developed a new campaign to combat sexually transmitted diseases on behalf of the Federal Office of Public Health (FOPH), Aids-Hilfe Schweiz (AHS), and PLANeS.
There is a change of course in the prevention strategy. In addition to HIV/Aids, other sexually transmitted diseases are increasingly being addressed. The reason: gonorrhea, syphilis and chlamydia are on the rise everywhere. Last year, 1255 people in Switzerland alone were infected with gonorrhea. Against this backdrop, the new cross-media campaign was created with the core message: Does it itch? Then please see a doctor.
Euro RSCG is convinced that a good strategic guiding principle does not have to consist of many words. "Love Life, Stop Aids" has characterized the prevention campaign from this agency since 2005.
Slogan is refocused
With the addition of "Love Life", the campaign no longer wanted to be off-putting, but rather life-affirming, fun and motivating. This increases the chance that the condom will actually be used during sex. The tone of the new campaign should also be humorous. However, the strategy has been realigned and the slogan now focuses solely on "Love Life". The condom icon familiar from previous campaigns remains a central component. The new campaign is also reflected in the safer sex rules. In addition to the existing two rules "Always have sex with a condom" and "Never put blood or semen in your mouth", there is also the request "If you experience itching, burning or discharge, please see a doctor". This means that the focus is no longer exclusively on AIDS, but on all sexually transmitted diseases.
Combat symptoms
The campaign is primarily aimed at people who have already contracted sexually transmitted diseases. This is because one of the symptoms is itching in the genital area. The call to consult a doctor gives those infected clear instructions and is intended to prevent the spread of STIs. The idea with the explicitly depicted "itching" is of course also intended to encourage passers-by to perhaps "interactively" scratch the posters. Desirable side effects are also "scandal reports" about the subjects in the media. SF has already bitten the bullet here by only allowing three of the four commercials to be shown late in the evening. Doctors are also annoyed by the simplified symptoms shown. However, these reactions will ultimately stimulate discussion as desired. Pan
