The Pitch: CheckItOut

by Susan McGing The idea is coming, but first: how I got there! Primary Research

Talks with Irish young people Don’t like campaigns that preach at young people

Wouldn’t think of getting a test unless they had Remembered the symptoms Johnny’s Got You Covered campaign from college events

Weren’t aware of A topic that would like to campaigns that were STI be avoided - don’t really specific want to hear about it/think about it Secondary Research

The Facts and Figures (because you can’t really start without them!)

In a recent survey by LetsGetChecked of over 1,000 Irish adults, it was discovered that... In 2019, the HSE said its Health Protection Surveillance Centre recorded increases in STI cases in Irish 18-24 year olds the country since 2013: have no plans to get 4/5 STI tested this year 90% 56% 14% 22% in Syphyllis cases in HIV cases Had an STI test in Plan to have one the last year by the end of 2020 88% 24% in Gonorrhoea cases in Chlamydia cases About 1/3 had searched Many STIs display online for answers no symptoms Secondary Research

Gen Z (and millennials) love their memes, and hate their phone calls Secondary Research

HIV Ireland: Just Carry One

Previous/present campaigns focus on HSE: Respect Protect contraception, or symptoms of STI’s, but not on the practice HSE: Johnny’s Got You Covered of regular testing if you are sexually active regardless of symptoms.

Medicine Direct: Fruit of Your Loins NHS: Protect Against STIs NHS: Own The Moment Insights Consumer

Aware of STIs, but aren’t aware they should be getting tested even if they have no symptoms. With symptoms, they will still prolong getting a test due to fear of stigma/ discomfort from doctors, or will ‘self diagnose’ with Google. Are generally uncomfortable with phone calls, which could be compounding the fear of booking a test.

Most sexual health Recent years have seen campaigns focus on dialogue open up around contraception or on sexual health in the symptoms of STIs, but not on mainstream media and the practice of regular testing in universities, where if you are sexually active there has been a growing regardless of the presence of conversation around safe symptoms. sex and consent, with students getting very active Campaigns detail how to in the discussion. reduce your risk of infections, or to seek a test if you notice Cultural symptoms. Brand Core Insight:

Young people often won’t get tested unless they are experiencing symptoms, and even then are reluctant to go get a test due to embarrassment or fear of judgement. The Proposition necessary. Getthemtoact , highlights howwithorwithout be gettingregulartesting,and assure noembarrassmentas rather thanputoffuntillater. symptoms everyoneshould the testwillbeathomeand anonymous, withnochat Create acampaignthat Our Audience

Our recent Freshers Marketing Report reveals that 87% of 18-24s want brands to entertain, inform and inspire them. - Campaign Live

Gen Z and millennial consumers... 62% have increased their time spent on social media, 70% have increased their time spent on video streaming, and 59% have increased their time spent gaming. - BCG on marketing post COVID-19

Gen Z-ers do not consume traditional media, like television and magazines. They interact with one another, as well as brands and influencers, online. - Forbes The Idea

That Awkward Call The Idea

It is a known joke (and meme) that due to the revolution of instant messaging, young people do not like phone calls. A live chat can make them feel uncomfortable and awkward. Instead, they often prefer to do things online: making bookings, catching up with friends, work discussions etc.

This is the same in this scenario. The phone call to book an STI test would be just as uncomfortable as the appointment itself for Gen Z’ers. This campaign will highlight, in a light, funny way (so as not to turn off our audience) how all health check ups can be awkward both on the phone and in person, and how CheckItOut will spare you of this with no phone call and no visit necessary. Just order online and do the test yourself at home, no chat needed! The Brand Name

Check It Out

I wanted to name the home test, and subsequently the url, somthing that was related to the issue, but that if viewed would not alert the viewer to the subject matter.

As the audience is young, there is the possibility that many are living at home, and so the brand name must be vague and open to interpretation, to assure anonymity throughout the process.

www.checkitout.ie The Execution

VoD and Social Media Why these methods?

The methods used need to be chosen carefully so they reach our target audience. Methods such as TV and radio will not be very effective as 18-24 year olds are quite inactive in these channels.

While they do not watch much TV, they very heavily stream video content, and a large portion of their time, particularly in 2020, is spent on streaming.

And of course, social media is essential with this audience. They are extremely active on social and spend several hours a day on social media sites, in particular Instagram and TikTok. Video When and Where

In order to reach the largest number we possibly can, I propose this campaign begin at the start of Love Island summer series, when our audience will be streaming in high volumes on Player.

The VoD ad will run on Virgin Media Player, YouTube, RTÉ Player and NowTV. The Script

VIDEO AUDIO VIDEO AUDIO

[Fade in] office setting. Background office noise: voices, [Cut to] Dentist’s office. Woman in DENTIST: You need to floss! typing, phones ringing. dentist’s chair, mouth held open Young man cleaning glasses. with apparatus. Dentist examines, Frame snaps. Sighs. Low, slow trumpet music kicks in. looks stern.

[Cut to] phone call, man grimacing, MAN: I’d like to make an [Cut to] woman trying to respond, WOMAN: YUUESH! reluctant. appointment. muffled.

[Cut to] Optician’s office. Optician OPTICIAN: It’s been a while! New setting. Young man arrives looking at file with eyebrow raised, back to his room. Puts his school guilt tripping. bag down and sits.

[Cut to] Man, sheepish. Looks dejected, thinking. Sighs, Trumpet begins to kick in again, reaches for phone. then stops. New setting. Young woman at desk Music faint. in library. She rubs her shoulder. Woman sighs. VO: Check ups can always feel [Cut to] Woman grimaces through Sad trumpet kicks in again. awkward. a smile, on phone call. WOMAN: Hi there... Close up on man’s face. Looks relieved. [Cut to] Physiotherapist office, PHYSIO: Someone hasn’t been VO: Well when it comes to your physio examining her shoulder. doing their stretches! sexual health, we’ve removed that awkward chat. Woman looks guilty. [Cut to] Man is typing in name of our website. VO: Just order your anonymous New setting. Young woman test at www.checkitout.ie, and brushing her teeth in mirror. take the test from the comfort of Examines her gums. Low groan. your own home. Sad trumpet music kicks in again. [Cut to] phone call. Awkward End cap, text overlays screen. VO: CheckItOut: no chat needed. smiling, tone dejected. WOMAN: See you tomorrow… [Fade out] Page 1 Page 2 The Storyboard Social Media Partnerships

Instagram & TikTok: partner with comedic Irish influencers

These Irish influencers are ruling Fionnuala Jones these platforms these days, by using their comedy to engage their young audience (who want to be entertained) and playing in to the nature of the platforms to share funny content that either their Tadhg Flemming followers can relate to, interact with, or maybe even recreate.

Aisling Kearns TikTok

#ThatAwkwardCall

Re-enact your most awkward/funny call or appointment.

No set song with the challenge, to give freedom to be creative with use of songs and sound effects in the app to create funny and unique videos.

Influencers will get the ball rolling, and will use the challenge hashtag #thatawkwardcall so it is easily found and recognised. Instagram

Instagram Q&A

Instagram Stories Q&A: Your most awkward/funny check up chat.

Get our influencers to ask their followers to share their most awkward health care call or check up.

The influencers will engage with responses and continue to link back to CheckItOut and its anonymity and online system. Media and Colleges

Pair up with media pages (Joe.ie and Her.ie) and colleges and universities to share the campaign on their social media and ask for followers to share their stories. Will be shared with graphics that highlight the campaign of That Awkward Call and about CheckItOut being online and anonymous. Both the graphics and social media posts will have a call to action to order your test at the url. Future Possibilities

There is the potential with this idea of ‘That Awkward Call’ to extend into other platforms such as radio (such as spotify ads or college radio) or activations and events when colleges are active once again.