Beforeplay case study

Service: Communication strategiesService: TranslationsService: Advertising and productionService: Public relationsService: Resource developmentClient: GovernmentSector: Healthcare
Written By Josh Cohen

Client:
Department of Health and Aged Care

Project:
STI campaign

Industry/Sector:
Government/ Health

Date of Execution:
January 2024 – July 2024

Services:
Communication strategies, Translations, Community engagement, Advertising and production, Public relations, and Resource development

Project background and objectives

Sexually transmissible infections (STIs) include several different bacterial, viral, and parasitic infections which are transmitted through sexual contact. Despite progress in the management of STIs over recent years, the prevalence of some infections continues to rise.

To address this issue, the Department of Health, Disability and Ageing launched the STI campaign to encourage regular sexual health checks.

Project objectives

  • Increase STI awareness and reduce stigma within CALD communities.

  • Promote open discussions about sexual health, improve sexual health literacy and encourage preventive behaviours.

  • Assure confidentiality in testing and treatment.

  • Collaborate with multicultural organisations and community leaders for broader reach and acceptance.

Target audience

Primary audiences:

  • Young people aged 20 to 34 from diverse cultural backgrounds.

  • Young people aged 15 to 20 beginning sexual activity.

  • Heterosexual partners, particularly young women of childbearing age.

  • Gay, bisexual men and men who have sex with men (GBMSM).

Secondary audiences:

  • General practice and sexual health professionals.

  • Mobile and transient populations (e.g., seasonal workers, international students).

  • Sex workers.

Languages and communities covered

  • Arabic

  • Cantonese

  • Korean

  • Mandarin

  • Punjabi

  • Thai

  • Vietnamese

Outcomes

Key outcomes

  • 12 multicultural media articles published with an estimated reach of 4.35 million.

  • Culturally tailored radio content delivered through community broadcasters targeting CALD youth audiences.

  • Testimonial video on STI testing produced in four languages (English, Thai, Vietnamese and Mandarin).

  • STI fact sheet developed for LGBTQIA+, rural/remote communities and people with disabilities.

  • AGMC-led information session for transgender and gender diverse CALD individuals.

  • 155 CALD youth engaged through vox pops across four events, capturing community insights on sexual health.

  • Webinar attracted 244 registrations and 114 attendees, with a diverse panel of lived-experience speakers.

  • Digital outreach campaign reached CALD audiences aged 18–35, achieving over 2,500 clicks and a 17% click-through rate.

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Josh Cohen https://www.squarely.com.au
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