Improving men’s sexual health in Hertfordshire

Good sexual health is influenced by personal beliefs and attitudes, social norms and peer pressure, but sexual health promotion and prevention is essential in helping people to make informed and responsible choices and decisions.

The brief

With well over 4,000 diagnosed cases of sexually transmitted infections among men, particularly 20-24 year olds, Hertfordshire County Council commissioned Hitch to support them in promoting sexual health services for young men and reducing the number of STI/HIV infections across Hertfordshire.

The approach

Hitch spent time conducting research to understand why young men were reluctant to seek sexual health advice, where and how they felt most comfortable receiving this advice and what events or situations would lead them to arrange a sexual health check. Our research revealed that although men would primarily seek health advice from their GP, the internet and social media channels were also key areas.

The result

We found that young men were reluctant to think about their sexual health so we needed something to grab their attention. The ‘sperm wink’ did just that with thousands of men clicking through the #getchecked digital campaign to find symptoms, support and sexual health information helping to produce record breaking results through facebook and mobile advertising campaigns.

The campaign was developed for specific audiences under further phases.

“Hitch provided us with the insight to develop and deliver an evidence-based, meaningful and successful public health campaign. They are a full service agency with expertise and innovation where we need it, be that market research, PR, digital or creative. And the positive and proactive working relationship we have with Hitch makes them a pleasure to create a campaign with.”

Health Improvement Lead for Sexual Health, Hertfordshire County Council

Read more about #getchecked at the World Social Marketing Conference.

This campaign won the Best use of Evaluation or Research Award at the UK Public Sector Communications Awards 2016.

View a selection of our works here.


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