Screening Without Judgment
To promote Biron’s new STI screening service – available without a prescription or symptoms, we created a campaign that tackled the discomfort and stigma often associated with sexual health, encouraging proactive action on a sensitive topic.
To begin, we reframed STI screening as an essential part of a healthy lifestyle, emphasizing Biron’s supportive, nonjudgmental approach. By highlighting discretion, kindness and understanding, we aimed to replace fear with empowerment and normalize regular testing as a conscious act of self-care.
By writing an impressive series of lines illustrating everything Biron is not, we were able to ease some discomforts and taboos around the subject. A highly targeted media strategy allowed us to reach audiences via dating apps (Grindr, Tinder) social media as well as a multitude of murals at Place-des-Arts and Berri UQAM stations. A collaboration with URBANIA as well as visibility on relevant podcasts extended the reach of our message, while a street activation in Montreal added a playful touch to the campaign. A squad of brand ambassadors also distributed condoms carrying our message, along with a Slam performance, produced by Zéphyr Bielinski.
The campaign proved effective, breaking down stigma, while driving visibility and engagement with an inclusive, bold and compassionate approach to STI screening.
