Let's talk about sex, baby.

Challenge

Regional sexual health service, Umbrella needed to raise awareness of their STI self-sampling kits in the Birmingham area. A brilliant service enabling people to test for STIs in the comfort of their own home, post the kit back and receive their results by phone or text.

Turning instinct into action

Our research demonstrated that talking about sexual health openly is a key part in reducing the spread of STIs. A campaign that people would talk to their mates about without feeling embarrassed would help spread the message. We also know a few things from behavioural science. Firstly, that our brains are efficiency machines – sorting, categorising and filing information into groups. That’s why we notice things that stand out. Secondly, we like laughing. It releases feel-good endorphins. And finally, familiarity humour can be highly effective in gaining attention and adding in a bit of regional relevance could help to increase engagement with the local audience.

"Working with Big Cat and Umbrella was very exciting in terms of applying metaphor research to word play and innuendo, and quite amusing too. We tested two different concepts for a campaign to run for non-profit organisation Umbrella. The results showed that the campaign using word play for local landmarks in Birmingham strongly resonated with regional participants."

Samantha Ford, Research Associate

Impact

50% Increase in kit orders

Compared to previous months. The most ever ordered in a single month.

Sign up for our latest insights, ideas and inspiration