The Australian Government, in collaboration with Ogilvy, has unveiled a new campaign titled 'Beforeplay', aimed at normalising STI testing among young adults.

The campaign, targeting individuals aged 20-34, introduces a new phase in the sexual health journey, encouraging STI testing prior to engaging in sexual activity.

Developed and executed by Ogilvy, the campaign will be visible across OLV, social media, OOH, bar coasters, and will also feature on dating apps such as Tinder and Grindr, as well as during O-Week activities. Ogilvy worked closely with UM on the media strategy, including the campaign's extension into online dating apps and O-Week activities.

Shaun Branagan, Ogilvy Creative Group Head, explained the concept behind the campaign: "Beforeplay aims to put the emphasis on making sure people get tested before they jump into things. It's the important step before the bedroom, and even before the meetup."

The campaign also seeks to reframe STI testing as a standard part of health care, introducing new language to emphasise that regular check-ups, even outside of perceived moments of risk, are socially accepted practices.

"The campaign also aims to make STI testing feel not like an obstacle, but a normal part of looking after your health. The work introduces new language to make it clear regular check-ups, even outside of perceived moments of risk, is a socially accepted practice, and something people do to proudly take charge of their sexual health," Branagan added.

The 'Beforeplay' campaign also includes targeted activities such as specially branded condoms at O-Week events to further embed the concept into regular thinking about sex.

"The Beforeplay idea has behaviour change at its heart. In addition to traditional awareness channels, it stretches through to other targeted activity like specially branded condoms at O Week activations to embed Beforeplay and its meaning into regular thinking about sex," Branagan said.