A bit of Jiggle Wiggle.

A campaign to raise awareness of sexual health services in Derbyshire - for all ages.

Our brief was to encourage Derbyshire residents to look after their sexual health and visit one of their clinics in the county. Following research, we developed several campaigns targeting different people - including people aged 30-70 years old. 

What we did:
  • Research and Insight
  • Creative Design and Marketing
  • Project Management and Delivery
  • Social Marketing and Behaviour Change
  • Strategy
  • Audience Testing
  • Digital Marketing
  • PR and Promotion
2 Jiggle Wiggle campaign flyers featuring imagery of women's underwear laid on a bed of condom packages.
Mock ups of various poster designs for the Derbyshire sexual health campaign, which change and alternate.

The mission.

A campaign to raise awareness of sexual health services in Derbyshire.

The NHS in Derbyshire commissioned Social Change UK to undertake research with residents and use these insights to design a county- wide campaign to raise awareness of sexual health services in Derbyshire, particularly with hard to reach groups, such as the homeless, sex workers, people who use drugs and alcohol, men who have sex with men (MSM) and young people. 

The campaign guide made for Social Change UK's 'Your Sexual Health Matters' campaign on behalf of Derbyshire Community Health Services.

The research.

Exploring issues and challenges with looking after our sexual health.

We reviewed national and local data to explore the issues and challenges preventing people from looking after their sexual health and we looked at attendance at sexual health services and the behaviour of not practicing safe sex. The review led to quantitative and qualitative research exploring residents’ awareness, attitudes and behaviours to safe sex and the 'appeal' of sexual health services. 

An animation with four parts for our Derbyshire sexual health campaign: two pairs of feet bouncing around on the screen, as if they are sticking out of the bottom of a bed, three swimming sperm, two condom packets and a pair of knickers.
A pile of pink 'just say it or just wear it' campaign flyers from Social Change UK's 'Your Sexual Health Matters' campaign on behalf of NHS Derbyshire Community Health Services

The campaign.

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.

The impact.

The popular ‘Jiggle Wiggle’ for over 35s received national coverage, appearing on Loose Women, Lorraine and Have I Got News for You.

Read more about this campaign
The campaign went viral appearing on national TV and radio
2000 condoms sent to food banks and charities in Derbyshire
57,469 People reached in 1 month
63.7% Increase in online testing kit orders in 1 month
170,000 reached in Derbyshire at the end of the campaign
over 15 million people reached in total
200x the initial budget earned in media value

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