the brief
Sexually transmitted infections in the UK are reaching epidemic proportions, and Randox wanted to raise awareness of their STI home testing kit.
the thinking
People find getting tested for STIs at a health clinic embarrassing. So what if we could amplify that sense of exposure you get from being ‘found out’ to position Confidante as an altogether more desirable option?
the approach
We created the entirely fictitious ‘STI Detection Unit’ – an elite team of sniffer dogs and handlers specially trained to detect STIs in the general public. We used YouTube to host ‘Sniffers,’ a mockumentary series that followed the Unit as they worked Britain’s streets, searching for signs of sexual infection. At the end of the films, people were encouraged to ‘check their privates in private’ via a link to the Confidante website.
