This is based on the fact that over 50s with changes in life due to divorce, living longer and being healthy and active are having sex with new partners. And growth of sexual diseases among this age group is growing fast. This is a great idea and shows targeting groups. But as an over 50 (just), I did find the campaign idea strong and impactful: “remember wearing this, don’t forget to remember this” (condom). But then the campaign let’s itself down (in my view) by showing horrible dated stereotypes of granny and grandpa clothes. There is a real danger in talking to over 50s like they are old. As a 50 year old I think the imagery is not right and connecting with what we really remember. Targeting is a tough job, but beware of stereo typing! Here is the information and release from the FPA. Great initiative, Great campaign idea, Mixed execution? Hopefully successful Welcome to the first ever national campaign on sexually transmitted infections (STIs) in people over 50. No surprises that people in their 50s, 60s, 70s and 80s are having sex with new partners (the oldest caller to our helpline was an 82 year old man starting a new relationship) but this also means that STIs in people over 50 are rising fast – and have been for several years. Some people are coming out of relationships and dating again. Some have always been single. And many over 50s are enjoying fantastic sex and finding new love at this point in their lives. The problem is that lots of people over 50, single or dating, don’t think safer sex applies to them. If you’ve been in a long-term relationship it may not have been something you’ve had to factor in for years. And after the menopause, when pregnancy isn’t a concern, using condoms can be easily forgotten about. Result? STIs are making a comeback in a new generation. STIs don’t care about greying hair or a few wrinkles. If you’re having unprotected sex, an STI will find you just as attractive whatever your age. Unbelievably. there’s never been a sexual health campaign for people over 50 before. FPA thinks it's time you had a campaign of your own so you can become more aware about STIs and their health risks. So, if you’re over 50 and having, or thinking about having, sex with a new or different partner(s) this campaign is for you The website with more details: click here Don't miss any new Marketing Unleashed postings. Subscribe | |||||
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Tuesday, September 7, 2010
MY VIEW ON: Sexual Health Week 13–19 September and STIs in the over 50s..
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