GOT IT COVERED by Iris London for Department Of Health

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GOT IT COVERED

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Industry Public Safety, Health & Hygiene
Media Promo & PR
Market United Kingdom
Agency Iris London
Creative Director Adrian Stannard
Art Director Carl Addy, Nina Zimmerman, Toby Burnett
Copywriter Hannah Worthington, Ben Steiner
Designer Laura Nunn, Shahnaz Ahmed
Released August 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: DEPARTMENT OF HEALTH
Product/Service: SEXUAL HEALTH PROMOTION
Agency: IRIS
Date of First Appearance: Aug 24 2009 12:00AM
Entrant Company: IRIS, London, UNITED KINGDOM
Creative Director: Adrian Stannard (Iris)
Art Director: Carl Addy (Iris)
Art Director: Nina Zimmerman (Iris)
Art Director: Toby Burnett (Iris)
Copywriter: Ben Steiner (Iris)
Copywriter: Hannah Worthington (Iris)
Designer: Laura Nunn (Iris)
Designer: Shahnaz Ahmed (Iris)
Artworker: Simon Hadassi (Iris)
Group Account Director: Catriona Campbell (Iris)
Media placement: experiential - N/A - 16th July 2009

Describe the objective of the promotion.
Research shows that 30% of young adults don’t use a condom the first time they have sex with a new partner because they don’t have one on them at the time. Reasons for non-carry include condoms being taboo, embarrassing and having a ‘stigma’ attached – along with people just not thinking about the consequences of ‘non-use’. So our role was to increase carrying, because we know if you’ve got a condom on you, you’re more likely to use it.

Describe how the promotion developed from concept to implementation
We made condoms part of the ‘big night out’. We created incentives to encourage carrying them (Queue Jump & Go Glam). We removed the taboos by making them fun (Sweet Lovin, Packa Rubber, Wear It With Pride) and functional (Get Fresh & Feeling Hot?). We distributed them late in the evening (Hello Saucy & Going All The Way) - a suite of experiential and ambient initiatives, supported by local PR and a dedicated website, all wrapped up and called ‘Got It Covered’.

Describe the success of the promotion with both client and consumer including some quantifiable results
In Liverpool, 55K condoms were distributed across 47 partner shops, salons, pubs, clubs, chippies and taxi firms. Qualitative research confirmed that visibility of the condoms brought them front of mind; the packaging and fun approach making people more comfortable carrying condoms. Quantitative research proved that condom-carrying increased by 55% (from 18% to 28%). Meanwhile, in Durham (a ‘control’ zone where no activity took place), condom carrying remained static during the same period. The results have led to the campaign being rolled out again in Liverpool and also Bristol during March 2010, with additional executions and across more partner touch points.

Explain why the method of promotion was most relevant to the product or service
We looked beyond advertising for the answer, made it 100% bespoke to the audience and the context, and tried to understand behaviour rather than dictate it. Each execution was deliberately distinct, borne out of the particular ritual of the night out. This fun, youthful approach resonated well with the audience, at a moment when condoms weren’t front of mind. The quirky packaging got people talking about condoms in a different way and changed behaviour by making condoms more acceptable to carry.