A new campaign from Ontario Public Health is pointing out that it’s not always better to give than to receive.
The government organization has launched a new information campaign devoted to what it calls one of the most “under-diagnosed” sexually transmitted infections, Chlamydia. Ontario Public Health says more than 36,395 Ontarians contracted Chlamydia from a “friend” in 2011.
Developed by Toronto agency Rain 43, the “Friends don’t give friends Chlamydia” campaign uses a series of 15-second videos, English and French posters located on college campuses, and a dedicated website to inform young adults about the disease and help them avoid the shame of passing it on to an unsuspecting partner.
The videos placed on young adult-oriented sites such as MTV.ca, MuchMusic.com and YouTube.com tell fragments of a story about a young man named Jason who contracted Chlamydia after a sexual encounter with a woman he met at a party.
The videos drive to FindOutTheWholeStory.ca, where Jason is shown relaying his story to a crowd of moviegoers in a pre-movie ad. As the video progresses, we learn that the disease has been transmitted to multiple persons in the theatre through Jason – and his girlfriend Cassie’s – extracurricular activities.
A super at the end of the video urges, “Use a condom. And if you didn’t, get tested.” The site also links to a government site, SexualHealthOntario.ca.
According to a July 2011 report by Public Health Ontario, it is the most commonly reported sexually transmitted infection in the province, with 255.5 cases per 100,000 people in 2010 (the national rate in 2009 was 258.5 cases per 100,000 people). It is most prevalent among young women 15-24.
Because the majority of infected persons – up to 70% of women and 50% of men – show no symptoms, the disease can be unknowingly spread through unprotected sex.
