Details

We had previously worked with Positive Life, NI’s only charitable organisation dedicated to supporting anyone living with or affected by HIV, and agency Brown O'Connor on a campaign to reduce the stigma around HIV in Northern Ireland. (You can check out the video output for that campaign on our YouTube channel).

This time we were tasked with getting people talking about their sexual health, to find out how our attitudes to sex and sexual health have changed throughout one of the most significantly disruptive years in the last five decades.

How we did it:

We launched a survey! And the results would show us how people's sexual health had been affected by the pandemic and how readers viewed HIV and those living with it.

To accomplish it we worked with the agency to create an ambitious, completely anonymous 30 question survey that would be embedded in an article published on Belfast Live and boosted on the socials.

We incentivised participation by offering three survey answerers a £100 One4All voucher.

We were aware that social sharing and comments would not be high on an article of this nature if we just treated it as a standard advertorial. We launched the campaign in the lead up to World AIDS Day on December 1, explaining how Positive Life hopes to use this as a solid piece of research to see where we are at in 2020 and where the charity needs to focus its energy in the fight against crippling levels of stigma here.

We were encouraged by the initial uptake of people reading and completing the survey so to add context and broaden the conversation further, we conducted an interview with Jacquie Richardson, CEO of Positive Life, and embedded the same survey within that piece. Read it here.

This allowed Positive Life to drive home their key messages while also encouraging survey involvement.

Results:

Over 1,500 survey responses (the largest survey of its kind in Northern Ireland!) Read the published results here.

Over 6k total page views on three articles that made up the entire campaign - a launch piece, the interview and the results.

No display ad support - just a strategic social media push on the content (with paid promotion) and the chance to be rewarded for helping us paint a picture of what modern attitudes towards sexual health look like in Northern Ireland.