Rebranding NSW’s safe sex resource to create a space that truly resonates with young people in NSW.


With sexually transmitted infections (STIs) on the rise amongst young adults across the state, NSW Health was looking to reposition its digital safe sex initiative, Play Safe.

Originally launched in 2014, the online resource and associated digital and social channels needed to be repositioned and rebranded to better appeal to a broader 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.


Following a competitive tender process, we were chosen as the project partner to deliver research, branding and positioning, website, content strategy and creation, and social media management across a three year period.
As a sensitive subject – and one that people do not generally actively look to engage with – it was important that the new brand connected authentically with the audience. Insight and research was key.

The new brand, tone of voice, messaging, content and website is based on various stages of audience research including one-to-one peer interviews about what users wanted from the Play Safe website. The second stage of research included user testing to assess overall user experience, ease of use, and connection with the target audience.

Visit the Play Safe site.


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.

The resulting website is much edgier than its predecessor, with language that is inclusive, welcoming, and takes a ‘peer to peer’ rather than a ‘government’ approach. The in-depth content strategy defines the content pillars and tone which will be used for the duration of the three-year project. Tiny Hunter also manages the daily social media, content creation, and crisis comms support.

The successful repositioning of the Play Safe brand and website has continued to create growth with a 35% increase in visitors and strong engagement. There has been a 200% increase of key conversions on site such as the STI quiz and clinic locator. The site has received widespread support across the sector and a number of awards.


Audience research
UX testing
Brand strategy
Brand identity
Brand collateral
Content strategy
Digital strategy
Website design and development
Content creation
Social media management



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


© Tiny Hunter 2022 Privacy