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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

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

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

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.

Prestesting fase

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

Prestesting fase

So, this is what we did(Case video SpinAward)

Infomercial

So, this is what we did(Case video SpinAward)

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

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.

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

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Questions?I’d love to answer them now;… or later:

efisser@soaaids.nl@fissermanfisserman