A Cornish marketing company has been tasked with raising awareness of the importance of Chlamydia testing amongst 16 – 25 years.
Truro-based mpad is working with the Chlamydia Screening Service to launch the ‘Wee for a Wii’ campaign in the county’s colleges.
Running in November and December the campaign aims to test around 6,000 students from Penwith College in the west through to Saltash College in the east.
“The idea behind the campaign is that any student who tests during the campaign will have their name entered into a draw to win one of five Nintento Wii’s,” said mpad’s managing director, Mark Picken.
“The test is quick and easy and the team are keen to take the stigma away and promote regular testing as a part of a healthy lifestyle.
“So we’re using different activities to get the message across about how important it is to be tested, as one in ten people who test have the infection which can be treated really easily with antibiotics.”
In order to reach the target market mpad is using a mixture of public relations, social networking and design.
“We’ve got a specific market at which to target so we’re really thinking about how to reach them,” said Mark.
“A Facebook group has been set up and we’re also investigating Bebo, as well as traditional PR through student magazines.”
Outside London the Chlamydia team in Cornwall have the most successful screening service in the country.
Matt Sharp from the Chlamydia Screening Service, said: “We’re always looking for new ways in which to encourage people to come forward and test.
“We try to be fun and quirky as it can be scary for people, so we need to make it as accessible as possible.
“What we like about working with mpad is that they understand how to hit our market and have come up with innovative ideas, especially the social networking, in order to do that.”
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