When we were tasked with creating a campaign to promote good sexual health for the Public Health Agency, we knew we needed to create something hard hitting. STIs like gonorrhoea and herpes are on the increase in Northern Ireland, with plenty of young people unaware how dangerous unprotected sex can be.
Our challenge, therefore, was to create a campaign to make 18 to 34 year olds aware of these dangers.
The resulting campaign is built on the insight that having unprotected sex with someone could be like sleeping with everyone they have ever slept with. Which is pretty thought-provoking. Not to mention a little bit creepy.
The film was directed by Jamie Delaney through Ridley Scott Associates and will run across TV, video on demand and in cinemas. There are radio, online and social elements to the campaign too.