The Background• National government funding to promote

safe sex and sexual health education.• Only 4 staff and volunteer peer educators.• Demand from all over Australia, including

diverse geographic locations.• Any engagement needed to be cost

effective.

RedAware – a case study

Being RedAware• Think Red: Think about your sexual health

and get informed• Talk Red: Start a conversation about

sexual health• Act Red: Take positive action to prevent

the spread of HIV and other STIs.

Why RedAware? • Existing branding that resonated with young

Australians• Linked into international HIV/AIDS ‘Red’

campaigns• Wanted to allow young Australians to have

an opportunity for scaled involvement w YEAH, RedAware allows all Australians, no matter age or geographic location to be involved.

A more traditional social media campaign

• Action based email campaign• Calls to action/information are a

combination of YEAHs own initiatives and other relevant actions.

• Email campaign is the key pillar of our social media campaign, supported by other channels.

Challenges• YEAH targets a mainstream young

Australian audience. • Core issues of sexual health and safe sex

are generalist, no single issue.• Needed to be cost effective and make the

most use of out limited resources

How we addressed challenges

• Every sign up to our campaign makes a statement on sign up as to why they’re RedAware.

• YEAH sends out a ‘Safe Sex Kit’ to every sign up who requests it (this has pros/cons)

• Use peer education Facebook groups as sources for content

• Tie-ins to big engaging campaigns (YEAH and other)

• Professional look and feel