Issue: an identified lack of accessible sexual health information available locally

Action taken: launch of a new website to provide local service information and advice, supported by promotional activity

Outcome: a 600 per cent increase in website traffic

To ensure up to date information on contraception and sexual health services was available locally, the CSU’s Communications and Engagement Team established and co-ordinated a sexual health communications group on behalf of a range of partners including acute trusts and local authorities.

A key piece of the group’s work was the redesign and launch of a new website, www.yorsexualhealth.org.uk, featuring information about clinics and services across North Yorkshire and York alongside advice about symptoms and treatment.

The website was developed in conjunction with a young person’s focus group who advised on navigation and content.

To help increase traffic to the site, a number of promotional activities were launched, including a ‘Fanny and Johnny’s Big Night Out’ viral game which played out a typical young person’s night on the town.

The game was a fun, innovative way to drive traffic to the website whilst at the same time promoting an important message about safe sex and won a gold award at the 2011 Communicating Health Awards for ‘best use of new media’.

Evaluation showed the success of the game – following the launch, traffic to the website increased by over 600 per cent and the game alone received over 10,000 hits.

This case study demonstrates the important role new media plays in communicating lifestyle messages to young people.

For further information on this case study please contact Lee Squire, Head of Communications, Engagement and Corporate Services on l.squire@nhs.net

Download this case study as a PDF