2015 IABC Gold Quill Award of Merit
ChangeMakers worked with the Population and Public Health Department at the Winnipeg Regional Health Authority (WRHA) on a three-year multimedia campaign on prevention of sexually transmitted infections (STIs) targeted to youth aged 16 to 24.
The campaign included a large research analysis, strategic development, a full multimedia campaign including digital, print, outdoor, radio, website development and social media, as well as a longitudinal evaluation to track perceptions and beliefs of the target audience over time.
The campaign was seen by 62 percent of the target audience, 31% of whom could recall the key messages unaided. Respondents who saw the campaign had more positive perceptions of condoms and were more likely to agree with positive behaviours related to sex, sexual health and safer sex, such as having discussion with their partners about condoms prior to having sex. The campaign website had 9,180 visits from 7,770 visitors and saw over 15,000 free condoms distributed to the target population.
The campaign was recognized by the International Association of Business Communicators’ Gold Quill, Merit Award – Advertising Campaigns; and by the Winnipeg Advertising Association Signature Award, Runner Up – Contests and Promotions.