It's not just young people who have sex.
We discovered that whilst hetrosexual residents are accessing services in great numbers modelling using national data and local population data showed that 64% of the lesbian, gay and bisexual (LGB) population in Derbyshire are currently accessing services, compared to only 2% of the local heterosexual population.
This told us that the LGB community is supported by sexual health services which was great news. We wanted to ensure that this campaign continued to support the LGB population – including reaching out to the transsexual community (LGBT) but decided with this campaign to take a different creative approach.
We felt that it was time to ensure that communication and campaign messages did not target people based on sexuality, because the message should be ‘sex is sex’. We therefore wanted to design an inclusive campaign where messages and imagery talks to all regardless of sexuality, gender, ethnicity or age.