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Engine Group to turn on safe sex
A new Safe Sex campaign by Brisbane agency Engine Group – the first of its kind in the state – was launched last month by Queensland Health.
Engine Group was engaged by Queensland Health to adapt the highly successful NSW Health Safe Sex. No Regrets campaign for Queensland audiences.
The joint Queensland Health and Family Planning Queensland initiative involves online, street press, ambient activity, and targets specific segments.
Engine Group managing director, Brent Jarvis said, “The research really stressed that our target groups were cynical and had heard it all before, so we had to ensure that the concepts we adapted were strong, relevant and the message very direct.
“It pulls no punches but initial testing tells us that it really works against our targets and does make them sit up and take notice,” he said.
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