Since Confidante does not require a prescription, the films distribution was not restricted.

Our brief was to position and communicate a brand of home STI testing kit, Confidante. It was largely unknown. In fact the whole market category - STI testing kits - was unknown.

Typically, sexual health campaigns are off-putting. Don't do this. Don't do that. Wear a condom. Wear two condoms. Wear an overcoat.

We needed to achieve maximum talkability to extend the budget, and get the category off the ground. We equally needed to express maximum privacy and discretion.

As is so often the case, this seemingly impossible challenge suggestion, within it, the germ of an idea.

The creative brief addressed privacy and embarrassment head-on. It centred on a proposition: 'life's full of things to be embarrassed about, but STIs needn't be one of them'.

The light-hearted strategy was designed to prompt 25-34 year olds to think about their sexual health and get tested.

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.

Digital tactics were used to create a campaign with a sense of huge scale beyond the budget for whomever it touched.

Once you saw the film on YouTube, or through our seeding partners, you could interact on LinkedIn, Facebook, Twitter, Instagram or even bump into Terry during his downtime on Grindr and Tinder.

Retargeting ads followed you around reminding you of how you could clear your dirty history by buying a Confidante test! We even covered Porn Hub and You Porn ad networks with more riske ads making you question your dirty history even further.

Every year, over half a million people in the UK catch a sexually transmitted infection, but many don’t go to the clinic to get checked because it’s too embarrassing. The solution is Confidante, an STI test kit that lets people check themselves for 10 infections in the privacy of their own home instead. However, awareness of Confidante was low amongst 18-35 year olds.