It’s celebration time at Tiny Hunter after winning Gold in the Government Digital Services Category at the Sydney Design Awards. The accolade was awarded for our rebrand, website, and digital campaigns for Play Safe, NSW Health’s safe sex resource for young people.
Launched in 2014, Play Safe was originally aimed at 15-19-year-olds who were just becoming interested in sex. But – with Sexually Transmitted Infections (STIs) on the rise amongst young adults across the state – NSW Health wanted to reposition it to appeal to sexually-active 16-29 year-olds.
The website and associated digital channels needed to be repositioned to meet the overall program objective of creating behavioural change and increasing condom usage and STI testing.
The question was… how could we make Play Safe connect with the audience? After all, who wants sex advice from the government? Following intensive user testing, research, a rebrand, and a tone of voice revamp, the website saw an increase in NSW visitors of 20% and over 14,000 goal completions on site. This was in a period of just nine months.
The program has also received widespread support in the industry and is now being used to showcase best practice in the sector. Read the full case study.
“The Play Safe project has been one of our most exciting and fulfilling projects,” says Jodie de Vries, Tiny Hunter’s managing director. “Play Safe is really changing the way that government agencies talk about sexual health with young people and making it accessible and relevant. We’re excited to be involved and very happy that the project has been recognised by the Sydney Design Awards.”
The website and rebrand is part of an ongoing three-year project with Play Safe, which sees Tiny Hunter run all digital channels, social media, and campaigns and provide ongoing digital support and web updates.