Txt 4 Safe Sex
Samantha Smith1 & Madryn Sanderson*
Managing Director
Pinnacle Communications
c/o GPO Box 1124, Melbourne, Vic 3001, Australia
Email: sam@pinnaclecommunications.com.au
Ph: +61 418 576 129
*Marketing Manager
Marie Stopes International
c/o GPO Box 1635, Melbourne Vic 3001, Australia
Email: madryn.sanderson@mariestopes.com.au
Ph: +61 3 9658 7507
1
Samantha Smith is an experienced communications, marketing and public relations practitioner who has been
working with Marie Stopes International since 2003. Marie Stopes International is a not-for-profit sexual and
reproductive healthcare provider, with centres in the ACT, Victoria, Queensland, New South Wales and
Western Australia. A key part of MSI’s service offering is community-based health promotion and education,
and Samantha works closely with the MSI team on creating and delivering high-impact campaigns.
Academically, Samantha has obtained a Bachelor of Business majoring in Marketing, and a Masters in
Communications and Media Studies. In 2008 Samantha was accepted as a doctoral candidate at Monash
University, and is currently researching communicating social marketing messages to Generation Y.
Project overview
Marie Stopes International developed the Txt 4 Free Condomz social marketing initiative
with the aim of: encouraging condom usage and address rising STI rates; overcoming the
embarrassment and cost issue of buying condoms; and promoting a safe sex message using a
medium and language that resonates with youth. The campaign was launched in 2007 with
mobile phone users sent two free condoms in plain packaging when they text messaged their
name and address details to 19 SEXTXT (19 739898). Text message costs were 55c. The
campaign was repeated in 2008 and extended to target all sexually active Australians in 2009.
Background and policy context
Chlamydia notifications have hit an all time high in Australia, with the annual total for 2009
exceeding 60,000 (National Notifiable Diseases Surveillance System, 2010). Over half of
these notifications were in the 15-24 year old age group.
Research has found that although 61% of teens rate their knowledge of sexual health issues as
good/excellent, nearly half (45%) were not aware that they could be infected with Chlamydia
but have no symptoms (Marie Stopes International, 2008). In addition, youth have admitted
that they don’t use condoms every time they have sex, with 43% of sexually active students
reporting that they only used condoms sometimes when they had sex (Smith et. al, 2008). In
fact, approximately 1 in 10 sexually active students reported using the withdrawal method at
the last sexual encounter (Smith et. al, 2009).
When it comes to purchasing condoms, Marie Stopes International’s client feedback has
indicated that a number of young people are embarrassed to go to the supermarket,
convenience store or chemist, or they simply don’t have the money to do so.
On the communications front, an estimated 83% of Australian teenagers own a mobile phone
(Haddo Research, 2009) and they send an average of 5 messages per day, using SMS as one
of their main forms of communication (Patterson, 2007). The average age for under-18s to
begin using mobile phones is 13, and the reason for text messaging’s popularity is that it is
direct and immediate, discreet, less confrontational and usually cheaper than a phone call.
From a marketing perspective, the group referred to as Generation Y is savvy and informed,
having grown up online (Heaney, 2007; Cui et. al. 2003). As consumers, they have a
particular preference for marketing strategies that require short attention spans, showcase
core brand values and utilise a soft sell (Bartlett, 2004, Morton, 2002).
The 8 Social Marketing Criteria
Behavioural Goals
"Aims to change people’s actual behaviour: identifies baselines and sets clear
behavioural goals, which, where possible, are measurable and time-bound."
Behavioural analysis utilising Marie Stopes International and La Trobe University (2003)
research, in addition to published journal articles (Rissel et. al., 2003; Dunne et. al., 1994;
Lindsay et. al., 1999; Agius et. al., 2006) was conducted to gain a picture of current
behavioural patterns and trends, for both the problem behaviour and the desired behaviour.
Specific behavioural goals for the campaign were established, being to:
1. establish an understanding of the importance of condom usage;
2. reinforcing the behaviour of using condoms; and
3. ultimately achieving a changed behaviour of ongoing condom usage.
Customer Orientation
"Puts the customer at the centre, seeking to fully understand the target audience and the
presenting issue by using a mix of quantitative and qualitative research."
In developing the campaign, analysis of existing research conducted by both Marie Stopes
International and La Trobe University (2003) was used to develop an understanding of the
customer. Online surveys hosted on Marie Stopes International’s sexual health websites –
www.likeitis.org.au and www.sextxt.org.au – and one-on-one discussions with clients in the
target audience were also conducted at a centre and call centre level to gain an insight into
their characteristics and needs.
Insight, Exchange and Competition
Insight "Uses research to identify ‘actionable insights’ - key pieces of understanding that
will underpin programme development."
Exchange "Considers both the benefits and the costs of adopting a new behaviour; aims to
maximise the benefits and minimise the costs to create an attractive exchange."
Competition "Seeks to understand what competes for the audience’s time, attention, and
inclination to change, and to work with or learn from the competition."
Online surveys on Marie Stopes International’s sexual health websites – www.likeitis.org.au
and www.sextxt.org.au – and one-on-one discussions with clients in the target audience were
conducted to help guide the campaign development. In conducting this research, a clear
analysis of the full cost to the consumer in taking up the offer and achieving the proposed
benefit was completed. In addition, marketing journal articles and research focused
predominantly on media consumption were reviewed to gain an insight into what competes
for the time and attention of the audience.
Theory
"Uses behavioural theories to understand human behaviour, and to build programmes
around this understanding."
The Health Belief Model was used to inform and guide development of the campaign
(Hochbaum, 1958). The model rests on the theory that personal belief influences health
behaviour. It also suggests that a person’s willingness to change their behaviour is based on
perceived susceptibility, perceived benefits, perceived barriers, perceived seriousness, cues to
action, self efficacy and any personal factors that may affect whether the new behaviour is
adopted.
Segmentation and Marketing Mix
Segmentation "Avoids a ‘one size fits all’ approach: identifies audience ‘segments’, which
have common characteristics, then tailors interventions appropriately."
Marketing Mix"Uses a mix of methods to prompt and facilitate behaviour change,
including education, support, control and design techniques. Does not rely solely on
raising awareness."
In an effort to reach as many youth as possible with the vital safe sex message, males and
females aged 15 – 24 nationally were broadly targeted in the marketing effort. The campaign
was launched to coincide with Schoolies week and the low budget methods used to target the
group included direct marketing via a postcard drop, SMS marketing, online marketing,
Schoolies event promotion and public relations.
Evaluation, Results and Lessons Learned
In Year 1 of the campaign (2007), 1,036 youth text messaged for free condoms. A positive
response was received from youth, and messages of support for the service from parents.
Extensive media coverage was generated for the campaign. In Year 2 of the campaign (2008),
1,595 youth text messaged for free condoms. In 2009, based on the success and feedback of
previous years, it was decided to expand the campaign to target all sexually active
Australians in an effort to encourage condom usage as part of Sexual Health Week.
The key lesson gained from the campaign was the role media coverage plays in impacting
campaign awareness levels. Positive and negative media coverage was received for the
campaign and both increased awareness.
Timing the campaign to coincide with Schoolies Week was also crucial to ensure a relevant
media hook and to take advantage of the promotional opportunities available.
It is vital that for campaigns of this nature the communications clearly state that the mobile
phone bill payer must give permission for the request to be sent. It is also important that text
messaging costs are kept at a minimum so as not to deter requests.
References
Agius P., Dyson S., Pitts MK., Mitchell A., Smith AM., 2006. Two steps forward and one step
back? Australian secondary students’ sexual health knowledge and behaviors 1992-2002. Journal
of Adolescent Health 38(3), 247-252.
Agius P., Pitts MK., Dyson S., Mitchell AM., Smith AM., 2006. Pregnancy and contraceptive use
in a national representative sample of Australian secondary school students. Australian New
Zealand Journal of Public Health. 30(6), 555-557.
Bartlett, M., 2004. Analyst: understanding what shapes generations can help the CU market to
that generation. Credit Union Journal 8(21), 14-15.
Communicable Diseases Network Australia (CDNA), 2010. National Notifiable Diseases
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January 2010.
Cui, Y., Trent, E., Sullivan, P., and Matiru, G., 2003. Cause-related marketing: how generation Y
responds. International Journal of Retail and Distribution Management 31(6), 310-320.
Dunne MP., Donald M., Lucke J., Nilsson R., Ballard R., Raphael B., 1994. Age-related increase
in sexual behaviours and decrease in regular condom use among adolescents in Australia.
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accessed 20 December, 2009.
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