Working with the Cornwall Chlamydia Screening Service MPAD launched the ‘Wee for a Wii’ campaign in the county’s colleges.

Running in November and December 2008 the campaign aimed to test around 6,000 students across Cornwall, from Penwith College in the west through to Saltash College in the east.

In order to reach the target market MPAD used a mixture of public relations, social networking and design.

A Facebook group was set up as well as traditional PR through newspapers and student magazines.

“The idea behind the campaign is that any student who tests during the campaign will have their name entered into a draw to win one of five Nintento Wii’s,” said MPAD’s managing director, Mark Picken.

“The test is quick and easy and the team are keen to take the stigma away and promote regular testing as a part of a healthy lifestyle.

“So we’re using different activities to get the message across about how important it is to be tested, as one in ten people who test have the infection which can be treated really easily with antibiotics.

“We’ve got a specific market at which to target so we’re really thinking about how to reach them.”

Outside London the Chlamydia team in Cornwall have the most successful screening service in the country.

Matt Sharp from the Chlamydia Screening Service, said:
“We’re always looking for new ways in which to encourage people to come forward and test.

“We try to be fun and quirky as it can be scary for people, so we need to make it as accessible as possible.

“What we like about working with MPAD is that they understand how to hit our market and have come up with innovative ideas, especially the social networking, in order to do that.”