Awareness Effort Spreads the Word on Chlamydia

Share this content:
Health websites showcasing chlamydia had nearly 107,000 views in less than three weeks
Health websites showcasing chlamydia had nearly 107,000 views in less than three weeks

The Strategy: “Friends with benefits” is a phrase that takes on a whole new meaning when it comes to sexually transmitted diseases (STDs)—a concept Canadian-based agency Rain43 sought to dramatize through its recent “Friends don't give friends Chlamydia” public service campaign for Ontario Public Health targeting college students. A frequently under-diagnosed disease that often shows no symptoms, chlamydia is one of the most common STDs in the world. It afflicted 36,395 people in Ontario in 2011 alone. Unfortunately, the disease can lead to infertility, chronic pelvis pain, pregnancy complications, and arthritis.

The Channel: Rain43 created a series of English and French language posters that were displayed on college campuses, as well as two dedicated websites— and—to educate students on sexual health. Teasers for a longer video were used in paid placements on websites popular with the 18-to 24-year-old set, such as MuchMusic and Gorilla Nation.

The Creative: The video, shot in a crowded movie theater, tells the story of a group of people connected by an unwanted common thread—chlamydia. As a young man on-screen explains how he contracted chlamydia, his girlfriend jumps up from the audience and begins to berate him. As she speaks, another young man pops up from the audience and starts yelling at her for passing the disease onto him. And so on.

The Results: Together, the two dedicated health websites had nearly 107,000 views in less than three weeks, with users spending an average of two minutes on-site. More than 6,000 people availed themselves of the websites' “Find a Clinic” link.

Loading links....

Next Article in Creative Campaign

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here