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Co-creating a safe sex campaign. Effectively using social media
to work with youths.
Erwin FisserBrand Manager Sti Aids Netherlands
@fisserman
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A little bit about a little country
(first things first)
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The Netherlands• Bordering UK, Germany and Belgium• Population 16,7 million• 15-25 yrs approx. 2,2 million
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A little bit about us
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Sti Aids Netherlands• The national institute for STI and
AIDS Control in the Netherlands aims to:
• prevent sexually transmitted infections (STIs & Aids);
• improve the quality of STI control in the Netherlands.
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Safe Sex Campaigns• 25 years: 1986 untill 2011
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Dutch youths, safe sex, social media.
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Dutch youths and safe sex• Very knowledgeable on sti’s and
prevention;• They know about ‘sexual networks’;• Very positive attitude towards
condom use (intended use with a new partner +75%);
• They agree with our advice: Use a condom for three months, get tested before you quit.
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From ISIS Facebook:
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Dutch Dilemma• Girls still prefer using a condom;• Boys would prefer not to;• Unless the girl says she wants to;• But she doesn’t want to bring up the
subject;• And doesn’t have condoms on her;• Because she is not a slut and he should
have them • (which he does, but he keeps it quiet…)
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Dutch Dilemma
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Dutch Dilemma• Rationally, youths know they should
use condoms;– They even intend to do so
• Most behaviour is not rational.– Especially when arroused.
• How can a campaign directly influence behaviour?
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Social Norm• Boys: A good lover asks his partner
what she/he wants.• Girls: A strong, self asured woman
tells him what she likes.
• In both cases: Bring up the subject of condoms before you take off your pants.
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Prestesting fase
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Prestesting fase
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Prestesting fase• Kickoff event (schoolpaper editors)– Feature on our campaign posters– Star in your own infomercials– Interview celebrity reporters– Reports made by popular vloggers
• Editorials on influential blogs– Poll results featured in
• Posters and narrow casting school– At same time as schoolpaper reports came out
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Prestesting fase
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So, this is what we did(Case video SpinAward)
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Infomercial
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So, this is what we did(Case video SpinAward)
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Prestesting fase - learnings
–• Making it ‘easy’ is more important than
making it ‘fun’ (we are not Nike)• Be yourself• Be open and and honoust about your
intentions• Co-operate with community owners
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So, this is what we did(Case video SpinAward)
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Co creation• Based on research and professional
expertise, we knew what we had to say.- What behaviour at what exact moment (cue) is needed tot adhere to the social norm.
• We asked our target audience how to say it to be able to make effective infomercials.–Make it lively “That could be me…”
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Social Media• Not Facebook and Twitter;• Specific communities where you
identify with other visitors;• Community owners introduced our
advertising creatives• Together they created a personalised
scenario for that community.
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Approach (needs work)• Eight communities• Every week a new video and a new
poll• Depending on community; casting
sessions• Continuously active in comments
sections• Continuously updating on progress• No prizes
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Online results• > 3 million advertorials read• > 2 million videos watched• > 61.000 votes on the polls• > 21.000 written comments• During a six week campaign,
interactive rose every week.
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Two scenarios
–
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RTV Campaign• 3 tv infomercials, 6 scenarios used;• 3 radio infomercials, 18 quotes used;• A lot of –negative- tweets and Fb
updates;• A lot of attention in newspapers and
tv shows;• Public debate in parliament.
But also…
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Campaign results
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Conclusions• Co-create the ‘how’, not the ‘what’.• Co-operate with community owners• Be yourself, be open, be honoust• Be active• Respect youths, keep your promises• Make mistakes, be humble, apologise