Teaching Sexual Health
Challenge
How do you get parents talking to their kids about sex? You reinforce the importance of proper education and arm them with tools and resources to spark conversations. AHS had a website with tools and resources to help parents talk to their kids about sex. The only problem was that Albertan parents weren’t using it. We had to find a way to put the importance of talking about sex on parents’ radar, drive them to the site and, most importantly, get them talking.
Solution
We created a campaign that asked parents to consider where their kids might be getting information about sex. Each execution suggested a questionable source and reinforced the need for open and honest communication. To spread the message, we employed innovative media tactics to reach parents across Alberta and drive them to the Teaching Sexual Health website. Tactics Employed Search engine marketing Social media advertising Behavioural-targeted digital display ads Geo-fenced mobile ads (around schools at pick-up and drop-off times) App detect ads (targeted to users with parenting apps) Responsive landing pages and A/B testing Digital & social retargeting ads for unconverted traffic
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.