Evidence-based Behaviour Change


Ontario Ministry of Health: Sexual health

How can we reduce rates of one of Canada’s most under-diagnosed STIs?

Building on the success of the Collaborative Change fancyaquickie.org.uk and get-on-top.co.uk young person’s sexual health projects in the UK, the Collaborative Change team have been working with Ontario Public Health and Rain 43 to develop a new approach to increasing Chlamydia screening rates across Toronto.

Placing co-design principles at the heart of  intervention design, Collaborative Change worked with partner agencies and audience members to deliver insight work used to shape a new information campaign devoted to increasing the diagnosis and treatment of one of Canada’s most under-diagnosed sexually transmitted infections.

With more than 36,395 Ontarians contracting Chlamydia from a “friend” in 2011, the “Friends don’t give friends Chlamydia” campaign uses a series of short videos, posters located on college campuses, and a dedicated website to inform young adults about the disease and help them avoid the shame of passing it on to an unsuspecting partner.

As well as raising awareness of sexually transmitted infections, the scale of the issue, and the need to use barrier contraceptives with new partners—sign-posting to local sexual health services is also a key component of the communications, breaking down barriers to access and encouraging regular screening behaviour.

The project is one of two ‘showpiece’ campaigns presented as best practice by the Ontario Minister of Health at the 2013 World Social Marketing Conference.


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