This online film was shot in a mockumentary style, following the fictional STI Detection Unit as they hit the streets of England in search of people with sexually transmitted infections. It starts at the STI Detection Unit’s headquarters, where we see the dogs’ rather unusual daily training activities, including props such as laced undergarments, sex toys and a fully scaled replica of an actual nightclub – aptly named “Pavlov’s”. The film then takes us on a journey of crotch-sniffing embarrassment as the dogs raid nightclubs, high streets, and even Christmas office parties. As we see potentially infected people being taken into custody by the Unit to keep them off the streets, the film ends with a call for viewers to avoid the same embarrassment by checking their privates in private. An embedded URL link to the confidantetest.com website immediately redirected viewers to the product purchase page.

The story of the STI detection unit was primarily delivered through a linear online film. That said, the storytelling lived through multiple online channels to create an authentic feeling around the unit. Terry, one of the trainers, was active on LinkedIn, and the whole squad took it in turns to give their views on Twitter. Terry even got a little up close and personal on Grindr and Tinder.

Within the first two months, the campaign resulted in 150,000 unique website visits, generated over £300,000 of earned media, and delivered a 47.62% increase in sales of Confidante.

People finally started to open up, discuss their sexual health issues and get themselves checked.