Social Challenge Pilot initiatives to increase Chlamydia screening among 15 to 24s in Birmingham East and North

Collaborators NHS Birmingham East and North, Birmingham Metropolitan College, Solihull College, Princes Trust, Fox Hollies Forum, Moo Moo Youth Marketing, Empire Cinemas, The White Bus.

Before The take-up of Chlamydia screening in Birmingham East and North was relatively low due to:
– Stigma and embarrassment around Chlamydia and Chlamydia testing
– Lack of knowledge of testing procedure and accessibility

Approach Uscreates explored and piloted different ideas to address these barriers, and make recommendations for future large scale implementation. The approach was collaborative with young ambassadors participating in every stage of the pilot programme dubbed CHECK YOU OUT!, from taking part in insight and idea development workshops to engaging in the delivery of the 4 different initiatives they proposed:

– Facebook Hub: The CHECK YOU OUT! page was set up to support the programme by addressing the stigma around Chlamydia and transforming it into a public topic, in addition to supporting further campaign initiatives. Facebook ambassadors ensured a sustained build-up of a network of members from the target audience.
– Film Competition: The Film Competition invited entries of home-made films from the ambassadors capturing their experience of getting tested. The winners; voted for at Free Cinema and on the Facebook Hub, spent a day in London producing their films with professional film production company The White Bus. The professionals films are circulated on the Facebook Hub and are planned to be screened within Cinema adverts.
– Free Cinema: This pilot event was held at Empire Cinemas, and Chlamydia testing was facilitated by Moo Moo Youth Marketing, in return for a popcorn and drink voucher. Event ambassadors collaborated by distributing tickets and managing the event on the night.
– Kits for All: Outdoor advertising through billboards and bus shelters announced the different methods of accessing self-test kits. Face-of-the-campaign ambassadors featured in the photo-shoots for the advertising materials.

Methods: Insight Workshops, Co-development Workshops, Peer-to-Peer Ambassadors, pre-testing, Piloting

Change and Success– The Facebook Hub attracted around 1100 fans over the course of 2 months, 94% of fans are in the 15 to 24 age range, and 96% are from Birmingham.
– The young people who entered the competition were provided with knowledge around Chlamydia which raised their aspirations and support for the programme. The final films provide solid awareness material promoting testing procedure and accessibility.
– Free Cinema provided a relaxed, safe and enjoyable environment that reduced stigma around testing. The testing rate was 100% on the night.
– Outdoor advertising made self-test kit information as easily accessible to young people as possible and publicised the topic.
- The campaign picked up an award at the Institute of Practitioning Advertisers Best of Health Awards 2010.

Find out more:
Visit CHECK YOU OUT! page on Facebook
Watch winning films on Youtube: By Kieran, Karlos / By Harjeet, Cyisha
See more project photos on Flickr