Relationship and Sexual Health Toolkit

Sexual Health 2018 Campaign
Toolkit

Table of Contents
INTRODUCTION...........................................................................................................................3
1. BACKGROUND OF SEXUALLY TRANSMITTED DISEASE..............................................3
2. AIMS AND OBJECTIVES OF SEXUAL HEALTH CAMPAIGN...........................................4
3. DESCRIPTION OF THE INTERVENTION..............................................................................5
3.1 Describe intervention............................................................................................................5
3.2 Target audience.....................................................................................................................6
.....................................................................................................................................................8
3.3 Promotional activities............................................................................................................8
3.4 Campaign approaches.........................................................................................................11
4. LITERATURE REVIEW OF INTERVENTION......................................................................12
4.1 Existing campaign on sexual health....................................................................................12
4.2 & 4.3 Evidence of STI prevalence and young people knowledge......................................16
4.4 Why run the campaign........................................................................................................18
5. CRITICAL EVALUATION OF INTERVENTION.................................................................18
5.1 Evaluation of campaign.......................................................................................................18
5.2 Campaign effect on health promotion.................................................................................19
5.3 & 5.4 Relationship of campaign and impact on policies of public health..........................19
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
Sexual health refers to the states of being physically, emotionally and socially well being
in association with sexuality. It consist of various public and clinical issues which must be
considered at the time of having intercourse with other partners so that it wont deteriorates in the
future (Sexual health, 2019). At the time of having sex, it must be important for both the partner
to considered all the safety requirements as if they don't then chances of getting sexually
transmitted diseases becomes higher. In this report, Sexual health 2018 campaign will be
analysed and how it assist society to create awareness about the disease which people could get if
proper protection is not used while intercourse. Aim and objectives of the campaign will be
developed and how it offerers information regarding STI to the people of all age group so that it
would be avoided in the future. Different types of promotional techniques used by the Public
Health of England will be discussed by focussing on the target audience and how it would assist
them to being healthy for longer period of time. Various types of events which happens in the
past related to the topic will also scrutinized by using literature review technique. At last, critical
evaluation would be done on how effective the campaign was and how it creates impact on the
public health will be explained.
1. BACKGROUND OF SEXUALLY TRANSMITTED DISEASE
Sexual transmitted infections or diseases refers to a infection which is spread due to
intercourse without using protection i.e., Condom. There are various number of bacteria, virus,
parasites due to which STI causes like Bacteria which includes gonorrhoea, syphilis, chlamydia.
Parasites STI consist of trichomoniasis and virus includes herpes, AIDS etc. The mode of
transmission through which STI transmitted is anal, oral or vaginal intercourse without using any
protective product like condom (Byron, 2015)
There are many signs and symptoms of STI which individual could face like ulcers in
genital, white liquid discharge from vagina, pain in the low abdominal part of the body, eye
infections etc. But apart from this, according to survey, 50% of the women and 10% of the male
part does not experience any kind of symptoms mentioned above but if it is not properly treated
then individual could see various complications in the future Like infertility or low sperm count,
cancer in cervical, getting syphilis is higher which could leads to congenital infection etc.
(Sexually transmitted infections (STIs): migrant health guide, 2019).

According to World Health Organisation, there are more than one million individual in
the world who acquired STI every day which means that problem of reducing the infection is not
getting slower or easier. Besides this, each year 357 million people are acquiring the infection by
affecting from infection due to , Gonorrhoea (78 million), Trichomoniasis (143 million), Syphilis
(5.6 million) and Chlamydia (131 million). In 2016, 988000 women who were pregnant are
affected by Syphilis due to which more than two million new born deaths were recorded over the
world (Sexually transmitted infections (STIs), 2019). Apart from this,in 2017 there were 422,147
cases of STI registered in which 441 cases are of first genital warts in the age group of 15 to 17
years of girls (Sexually transmitted infections and screening for chlamydia, 2018). So it can be
analysed that there is a need of proper education or campaign to promote healthy and safe sex in
the society as it has been affected the society of England in a negative way.
STI or other infection produce after no protection intercourse could be reduce or
eradicate if proper control or prevention techniques would be follow by the people like safer
sexual practices so that transmission of bacteria, viruses or parasites could be reduced. Diagnosis
of the infection after seeing the signs and symptoms so that proper medication would be used to
eliminate the severe consequences of it. At last, proper safety measures like using male or female
condom should be used by the partners so that chances of getting infection would be removed in
the first stage only.
To cope up with the problem which society is facing, Public Health England (PHE)
launched a campaign which aims in reducing the STI infection for the individual who comes
under the age group of 16 to 24 years of age as highest cases are found within this age group
only (420,000 cases of STIs diagnosed in 2017, 2019)
2. AIMS AND OBJECTIVES OF SEXUAL HEALTH CAMPAIGN
Aim of organising Sexual Health Campaign is to promote the healthy well being of an
individual at the time of intercourse so that partners would be able to avoid any kind of infection
related to STI. Besides this, goals of the campaign is to provide all the information related with
the sexual health so that proper precautions and techniques would be adopted by them at the time
of intercourse. Reduction of unplanned pregnancies in the age group of 16-24 years is also one
the secondary aim of the campaign as it is creating a negative environment which is negative
sign for future generations. At last, usage of condom at the time of sex is one of the main motive

of the campaign as usage of it can persuade to less number of infection cases in the society.
Different aim and objectives of the Sexual Health Campaign is reported below,
 To provide information related with the STI or transmitted disease to the people so that it
unprotected sex would be avoided in the future.
 To increase awareness in the society regarding the impact of STI on human being.
 To motivate people to use condom every time they have intercourse in the future so that
unplanned pregnancies would be avoided.
 To provoke authorities to enhance awareness of sex education in the society so that no
cases would be registered regarding transmitted disease.
3. DESCRIPTION OF THE INTERVENTION
3.1 Describe intervention
Number of diagnosis of people suffering from Sexually transmitted infection is
increasing as in 2016, 51% of the STI infected individual comes under the age group of 16-24
years of age. So to tackle the situations, Public Health England (PHE) has launched sexual
awareness campaign in December 2017 with the aim of enhancing knowledge regarding STI for
the people who are 16-24 years of age (PHE launches sexual health campaign, 2019). Main
motto is to alert about the STI and its after effects so that young children does not intercourse
without using condom.
Increase in number of cases in UK is also affecting their economy and performance of
NHS as according to survey, 298.6 million GBP is the additional cost NHS have to bear due to
increase number of unintended pregnancies. Besides this, approximately 22 thousands abortions
could be done by the NHS in 2020 if people wont start using condom while having intercourse
(CUTS TO SEXUAL HEALTH SERVICES COST UK £136 BILLION, 2019). So it can be said
that STI has negative impact on the economy of UK due to increase in expenditure of the
government. Aim of the Social Health Campaign is given below,
 Communicate after impact of the STI to the people
 To promote healthy behaviour in the society
 To provide information related to STI and condom to the age group of 16-24 years of
age.
 To assist society to reduce unplanned pregnancies

 To increase usage of Condom so that STI would be reduced.
3.2 Target audience
Main target audience for this sexual campaign is individual who is in the age group of 16-
24 years of age as in the recent survey, 51% STI cases are registered for this age group only.
This is the phase in which male and female hormones are increasing drastically and they need a
partner to satisfy it by having intercourse. As according to the survey, women and men sexual
desire is at peak at the time of 18 to 24 years of age so chances of having STI is also high ( age
when your sex drive will be at its most rampant, 2019) Due to mentioned reason, PHE have
selected this age group as children are not aware about the problem they might face in the future
if proper protection is not used by them while having sex. Besides this, there are lack of proper
knowledge of Condom and different way of reducing STI in the children due to which they have
to bear the after impact of infection.
To reach the targetting audience, PHE is planning to launch their campaign on various
social media platform like Instagram, Facebook, Snapchat, Twitter etc as due to shift in trends, it
would be easier and less expensive for them to cover large number of people. As according to
survey, there are more than 2.77 billion users of social media worldwide and which will leads to
3.02 billion in 2021 (number of social media users worldwide, 2019). Besides this, there are
40.58 million people of UK who are using social media on a daily basis and this number will
increase to 42.28 million 2020 (Forecast of social network user numbers in the United Kingdom,
2019).

Illustration 1: Forecast of social network
Source: Forecast of social network, 2019

Illustration 2: Social media users Worldwide
Source: Social media users Worldwide, 2019
3.3 Promotional activities
It is essential for every campaigner to decide their way of disseminating the information
in the society so that more people would be covered from that. If more audience is covered by
the PHE while promoting usage of Condom then chances of decrease in STI are higher as young
children will mould their activities so that healthy living would be attain by them. By
implementing different promotional techniques for single campaign, chances of getting success
becomes higher as various approach of marketing will cover audience from all the aspects.
Different components PHE has used to promote their campaign is given below,
 Social media and digital marketing: As mentioned above, social media has become the
integral part of the daily activities of millions of people as it is the way through which
they can communicate with their close ones. Moreover, all the news which are trending
around the world can be easily known to the person. To take the benefits of it, PHE is
targetting social media platforms like Instagram, Facebook, twitter, Snapchat etc so that

targetting audience would be covered within it (Zhang and et. al., 2017). Besides this,
personal messages would be send to the audience so that it would become unavoidable
for them, thus larger frequency of dissemination of information would be attain. For
instance, PHE has launched every photos with various emojis on it so that young
generation would be able to relate it. Main aim of using social media platform is that, 16-
24 years of age people usually use social media to update their daily activities on that. So
by taking benefit of their addiction to social media, PHE has chosen this approach to
promote their campaign in the market.
Apart from this, PHE has tied up with the digital marketing agency LoopMe and
Avid so that they can make their content and post it on different websites and mobile application
so that awareness of the campaign would attend its heights.
Illustration 3: PHE launches new sexual health campaign
Source: PHE launches new sexual health campaign, 2019
 Outside advertising: There are chances if any targetted audience is missed out through
social media campaign. So to cope up with this, PHE also launched their out of home
advertising in which various posters and paintings would be made and paste it on places
where young generation visit so that they would be aware about the campaign. For
instance, posters in wash rooms and bars is placed so that if they visit it then it would be

impossible for them to avoid it. Bars and clubs are chosen for the marketing as this is the
place where young generation prefers to visit. So it can be said that PHE has targetted a
place where most of the young generation visit so chance of getting success in
disseminating information is higher.
 Public relation advertising: It is important to identify the influencer in the society as
they plays an essential role in shaping the thought process of the society. So to attain this
components, PHE has planned to tie up with the people who have good reputation in the
society so that if they promote safe sex and usage of condom to the target people then
more effectivity would be attain by PHE. For instance, if any famous actor or actress post
a message regarding the campaign PHE is conducting or benefits of having intercourse
with condom. Then chances of influencing society is higher as people considered them as
idol. Besides this, editorial can also be placed on every newspaper and their sites so that it
would influence the targetted audience or their parents, relatives etc regarding the STI
and its after impact (Friedman and et. al., 2016)
 Condom manufactures: To attain the aim of motivating people to use condom while
having intercourse with their respective partners, PHE plans to partnered with the
condom manufacture company so that they can also motivate them to use condom.
Various post on social media campaigns or pictures on the packet of condom would be
done by them so that proper knowledge would be inculcate in the people. Other than that,
condom distribution scheme or C-Card could be implement by them so that it would
become easier for people to buy and use condom while sex so that STI would be avoided
(Public Health England and Durex urge young people, 2019).
 Partnership with media: Media plays an essential role in the society as their work is to
spread the information in the society through their means so that knowledge would be
gained by them. PHE has make association with the media company Ladbible who will
create their own content and spread it according to their comfort so that targetted
audience would be aware about the campaign.

3.4 Campaign approaches
The toolkit campaign of sexual health taken into consideration which is a relatable
conceptualization on the idea of “someone like you” that is simple in nature and the target
customer or audiences will use the social media platforms and also make use of posters in bars
and clubs to target the people and young generation because they prefer to visit the clubs more
often compared to other generation or age group of people. This approach was encouraged by
approximately 400,000 people who have been diagnosed by the STI and still they were unaware
by the general citizens of the country whom they assume to be like their friends and this is
because of confidential law of the country. This can be understood by taking an example,
suppose an individual who is suffering from STI will be treated as “some one like you”, so that
their real identity can be kept private. Identity is required to be keep confidential because to
assure that the sufferer does not feel embarrassed and humiliated.
Apart from this, the youth or young generation believes that the individuals who are
suffering from STI are careless in nature, sleep around and think that they will never suffer from
STI. This presumption is highly common among the young generation or youth who are unable
to control their lust. But in reality, and individual can suffer from STI, if they are not using
condom and can be affected with various sexually infected diseases.
For the intention of covering the majority of the population or targeted people, a
campaign was initiated which was named as “ordinary people” and its purpose was to behave
and act in a same manner as the sufferer of STI does. This campaign involved the young people
who have already suffered from sexually infected diseases and has put emphasis that condom is
very essential and must be used which eliminates or minimise the chances of transmission of
diseases and further assures safety.
PHE has adopted an approach which is according to the mind set and trends of the young
generation or target people so that it would easier for them to influence regarding the usage of
condom in sex. To spread information regarding sexual health campaign, PHE has used of the
one most effective platforms i.e., social media and digital advertising. As mentioned above, there
are 42 millions social media users in the UK territory due to which it would be easier for them to
connect with and then increase awareness related to STI and usage of condom. Besides this, to
seek attention from it, they have used different types of emojis so that ordinary people would be
able to related with it.

In addition to it, PHE has used different types of ways so that they can deliver their
message of using condom while having sex. Campaign have also used celebrities to influence
people so that they can use all the methods to protect themselves from lethal diseases.
4. LITERATURE REVIEW OF INTERVENTION
4.1 Existing campaign on sexual health
According to Hightow-Weidman and et. al., 2015, Sexual health campaign was launched
in Australian in December 2018 with the aim of enhancing knowledge of people related to STI
and its negative impact on the health. Moto of this campaign is same as PHE health campaign as
their targetted audienece is that same i.e., 16 to 24 years of age group has in 2017, 52% of people
affected from chlamydia is the youth comes in the targetted group. Besides this 40% of infected
people from gonorrhoea in the whole western Australia comes under the 16-24 years age only.
So it can be seen that youth are unaware of the effect of infection on their body, this campaign
will assist the society to reduce number of cases in the future. Various approaches are used by
the government of Australia to promote their STI campaign as it was gone live on social media,
websites, radio, cinemas, digital marketing etc. All these ways are used while considering the
trends of Australia as social media users are increased by one million in the year 2019.
Moreover, normal people are spending five hours and four minutes on internet (AUSTRALIA
SOCIAL MEDIA USAGE IS GROWING, 2019) so it can be said that it would be easier for the
campaign to spread the usage of condom in the territory.

Illustration 4: ANNUAL DIGITAL GROWTH
Source: ANNUAL DIGITAL GROWTH, 2019
Illustration 5: TIME SPENT WITH MEDIA
Source: TIME SPENT WITH MEDIA, 2019

Illustration 6: STI campaign
Source: STI campaign, 2019
As per the views of Callander and et. al., 2018, Australian government has also starts
their ACCESS i.e., Australian Collaboration for Coordinated Enhanced Sentinel Surveillance so
that those people who are infected by AIDS or STI would be identified and act accordingly so
that it wont spread in the future. Hence, reduction of number of cases would be achieved by
them. After using the approach, more than 21,598 people were happens to be HIV positive and
by identifying the traits, new medication or treatment would be developed on it.
In addition to it, according to McFarlane and et. al., 2015, in 2009, various leading
personalities, kaiser family foundation, Planned parenthood federation of America (PPFA) etc

comes together to launch a GYT campaign i.e., get yourself tested in which awareness will be
produced for the STD cases and how it could be reduced if proper approach is used by them. The
main reason behind launching sexual campaign is teen as according to survey of of CDC, one out
of four teen girls are affected from one type of STD and moreover, one out of two people in
America affects from some kind of STD before getting the age of 25. So it can be seen that
negligence of knowledge regarding the STI and condom are affecting the society standard in a
negative way. By running the campaign, GYT would be able to break the taboos and stigma in
the country for conversation related to STI. To spread the awareness, celebrities would make
their appearances in the shows, music video, movies etc so that targetted audience would be able
to understand the importance of using of condom and negative impact of STI if affected by it.
Targeted audience will be individual who comes under 15-24 years of age as more than 19
million people are affected from STI in a year in which half of the population comes from the
same background. To reach the audience various approaches have been used by them like
making a website so that people would visit it and enhance their knowledge regarding STI. Make
their personalise Facebook application so that it would be easier for youth to understand the
concept of campaign and implement it in their life style (MTV Unwraps GYT: Get Yourself
Tested, 2019).

Illustration 7: Health Communication and
Media Partnerships
Source: Health Communication and Media Partnerships, 2019
4.2 & 4.3 Evidence of STI prevalence and young people knowledge
In spite of high efforts of campaign to enhance awareness in the society, number of cases
related to STI are increasing with a significant growth of every year as 1 million people happens
to be affected from it in United Kingdom. Along with this, more men are affecting from it as
compare to women (Sexually transmitted infections (STIs), 2019). Apart from this, Yorkshire and
Humber has seen third highest cases of STI 2018 as 37400 people were diagnosed as STI
infected individual out of 100,000 people living in both the cities respectively. But it can be seen
that campaign does not have higher impact on the individual as 2300 out of 100,000 people are
aged between 15-24 years of age. Besides this, 631 women and 747 men are affected from the
chlamydia infections respectively (Sexually transmitted infections in Yorkshire and Humber,
2017). According to the above mentioned figure it can be seen that young generation who is in
the age of 16-24 years of age are more prone to get the chlamydia disease as it has been
increasing since 2015.

But on the other side, overall cases in London has seen a slight decrease as compare to
2016 as 1335 diagnoses is happening out of 100,000 population of London. However, case
related with syphilis and gonorrhoea is increasing by 16% and 23% respectively. So it can be
said that Sexual health campaign by PHE is making a slow but positive impact on the people of
England. On the same side, targetted audience cases are also decreasing with the rate of 13% as
compare to 2016 as 248,064 cases were found in 2017 which fits in the category of 15 to 24
years (Spotlight on sexually transmitted infections in London, 2017).
Illustration 8: Change in percentage of new STI diagnoses
Source: Change in percentage of new STI diagnoses, 2018
Young people knowledge is not up to the level which campaign and PHE has expected as
according to survey 58% people used condom just to avoid the pregnancy in the future as
compare to 28% of people who use it to avoid STI after having intercourse with the partner.
Moreover, due to taboos in the society, men and women as find hard to discuss about STI with
their friends due to which they could not be able to gain much information about the after impact
of the infection. Besides this, 47% of people who are sexually active in their life have never use
condom while intercourse which depicts the negligence of the importance of condom (Half of
young people do not use condoms, 2019).
So after proving various information regarding the youth knowledge regarding the usage
of Condom and negative impact of STI, it can be seen that lack of knowledge and taboos in the
society is one of the main reason behind high number of STI and AIDS in England. Due to
increase in hormones, 16-24 years of individual becomes more sexually active due to which they
had intercourse to satisfy it. So it proper knowledge is provided to the them then there are high
chances of decrease in STI cases and unwanted pregnancies in the future.
It is important for every individual to be aware about the impact STI can create in life of
individual as if it is not properly treated then chances of dying is also high. Various symptoms of

it is white or unusual discharge of waste through vagina or penis, difficulty at the time of urine
due to contraction of pipe, sores and bumps on the genitals of male and female and at last rashes
all over the body. There are different and lethal consequences of it also as women could face
infertility, cervical cancer, pelvic pane etc. On the other side, men could face problem like
infertility due to change in number of sperms counts, contraction of urethra due to which it
become hard for them to urine (Sexually transmitted diseases (STDs), 2019). So it must be
essential for individual to identify the signs and symptoms before it gets worse with time.
4.4 Why run the campaign
As mentioned in the above report, it has been analysed and evaluate that it is important to
spread knowledge about the sexually transmitted diseases which causes due to conducting sexual
activity without condom as it could also leads to death if proper treatment is not obtained. To
reduce the number of cases in the Youth, this campaign is necessary in nature as due to taboos in
the society, people are not comfortable in making conversation related to it. So to decrease the
STI infection cases and increase usage of condom, it is important to run this campaign in UK for
a longer period of time so that favourable impact would be created in the society.
5. CRITICAL EVALUATION OF INTERVENTION
5.1 Evaluation of campaign
Main aim of the campaign was to focus on few different things i.e., communicate all the
harms and consequence of STI to the people so that they would be able to use the condom while
having sex. Promote healthy behaviours in the society by using condom so that unwanted
pregnancy would be avoided by them. At last, on demand information is also provided to the
individual who are interested in attaining the depth understand of the sexually transmitted
disease and its effect in shorter and longer period of time. All the approaches used in spreading
the awareness was according to the trends running the country and life style of the youth. For
instance, youth prefers to visit pubs and bars on a regular basis so that posters are put it on the
wash room so that proper attraction would be given to the posters. Moreover, internet has
become the essential part of every one's life as all the information or key facts running in the
country is placed on it. So PHE has chosen social media platform so that proper awareness
would be created on it so that positive impact would be obtain from it in the future. Apart from
this, to influence the remaining people who have not been covered in the social media and digital

marketing campaign, celebrities and influencers will be used by Public Health England so that
they can influence the people to use condom every time they have intercourse. So it can be said
that PHE has covered all the aspects through which they can attain their pre set goals of
spreading information related to STI in the society with the aim of decreasing number of cases.
On the other side, PHE should also use content marketing to make their goals attainable as it is
one of the easiest way of disseminating the information. Moreover, advertising should be done
through using pamphlet and images on newspaper as these are the things which every individual
in UK comes across on a daily basis.
5.2 Campaign effect on health promotion
Campaign has a positive impact on the people of UK as mentioned above, number of
cases has been reduced slightly as compare to 2016. All the practices which PHE has planned
was according to their budget and trends of the society that's why campaign has been able to
create positive impact on the society. Main focus of the campaign was to create awareness
regarding the STI which anyone could get if they did not use condom while having coitus. If
people of the UK is able to grab information which PHE wants to share then individual health
would automatically get healthy and chances of getting infection which could be deadly will
reduce to a certain level.
5.3 & 5.4 Relationship of campaign and impact on policies of public health
Campaign design by the PHE is according to the health belief model as it would assist
them to make their program more effective and productive in nature. For instance, perceived
susceptibility is used by PHE as it states that people wont change their behaviour if they are
unaware about the problem they might face in the future. So PHE has provided all the
information regarding the negative impact of STI and not using condom so that people mind
would be diverted to the usage of condom. They also follows perceived severity which states that
people wont change their behaviour until and unless proper knowledge regarding the
consequence would be inculcate in them. So to attain it, various post regarding the consequences
of STI is posted on social media platform so that people would be aware about it. At last,
perceived benefits of using condom is also stated by them with the help of various marketing
approaches so that targetted audience would be attracted towards it.

CONCLUSION
From the above mentioned report, it can be summarise it must be essential for person to
know all the benefits and consequences of actions so that they can shape their activities
accordingly. Proper approach was used by the PHE as they have understand the needs and trends
of the youth before launching the campaign into the market.

REFERENCES
Books and Journals
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Callander and et. al., 2018. Monitoring the Control of Sexually Transmissible Infections and
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Dowshen and et. al., 2015. IknowUshould2: feasibility of a youth-driven social media campaign
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Friedman and et. al., 2016. Health communication and social marketing campaigns for sexually
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