With sexually transmitted infections on the rise amongst young adults across the state, NSW Health is continuously working to increase accessibility of information and engagement on the topic.
In 2016 we repositioned and rebranded the NSW Health’s digital safe sex initiative, Play Safe, to better appeal to the target audience of sexually-active 16-29 year-olds. With an overall program objective of creating behavioural change – increasing condom usage and regular STI testing.
In 2023 after a comprehensive tender process we were again selected as the partner to deliver UX testing, brand and strategy updates, website refresh and maintenance, content strategy and creation, and social media management across a three year period.
The project is extremely strategy-driven, with all decisions from the perspective of creating behavioural change – breaking down the barriers to condom use and increasing the frequency of STI testing among the target audience. Sexual health can be an uncomfortable topic for some which is why it is so important to ensure the Play Safe brand uses insights and research to build trust and authenticity with the audience.
Based on the updated qualitative segment research we updated the digital strategy to align with audience needs. We also evolved the brand further, adding a fresher colour palette, new style iconography and conducted user testing and website updates to assess and improve the user experience. We also carried out a candid photoshoot to celebrate the Play Safe audience, using real people rather than professional models.
The result is a brand, and website, that proudly reflects the diversity of its users in order to give them a more personal experience. It’s a great example of reassessing your audience and evolving in line with their needs, and who you are, to maintain relevance.
Our ongoing work on the Play Safe brand and website since 2014 has created significant growth in site traffic and conversions, received widespread support across the sector and a number of awards.
Visit the Play Safe site.
2019
Sydney Design Awards, Gold Winner
NSW Health, Play Safe Website
Good Design Awards®, Winner
NSW Health, Play Safe Website
Indigo Awards, Silver Winner
NSW Health, Play Safe Website
CREDITS
Photography by Teel Studios