Based on the uncomfortable truth that when you have unprotected sex with someone, you’re effectively having sex with their past partners as well, The Department of Health has worked with Rhythm Content and Kiosk Creative to develop a concept that would have cut- through to this target group.
“Young people aged 16 to 24 are a high-risk group for sexually transmitted infections in WA. In 2018, they represented more than 50 per cent of all chlamydia notifications in the state,” said Rhythm Creative Director, Adam Rule.
“Our goal with creating content for this demographic was to craft something that will be worth watching and sharing. Short attention spans, over-saturation of motion and still advertisements dictate we become more sophisticated and bolder in our visual choices.”
Collaborating with Tom Wilson and Adam Cannell from Kiosk, the team created ‘Other Voices’ to be rolled out in 2019 across cinema and web commercials, organic social content and digital display advertising.
Wilson said the idea of using other voices to represent past partners worked easily in the video.
“The main challenge was to demonstrate the concept with no audio for digital and display formats. Thanks to some brilliant work by Rhythm’s award-winning photographer, Matsu, the arresting image of our couple wrapped in extra arms really brought the concept to life.”
Rule said the look and feel of the campaign are more edgy than has previously been seen from the Department of Health.
“We borrowed a lot of inspiration from music videos to form the visual style through which we could deliver the message of safe sex. It took time to get the right balance and so far the feedback has been very positive.”
Client: Department of Health W.A
Agency: Rhythm Creative Content
Executive Producers: Nicole Beer, Jess Parker
Creative Director: Adam Rule
Director: Adam Rule
Creative Concept: Tom Wilson, Adam Cannell (Kiosk)
Director of Photography: Ross Metcalf
Art Direction: Kylie Clifford
Post: Adam Rule
Sound Engineer: Justin Braine
Composer: Andrew Wright
Stills Photographer / Retoucher: Matsu