The Challenge:
Tackle rising STI rates in London amongst Grindr users.
London has the highest rates of STIs in England, with GBMSM (Gay, Bisexual, and other Men who have Sex with Men) having 15 times higher rates than Londoners as a whole. Grindr, in partnership with PrEPster at The Love Tank and Sexual Health London, was launching an STI self-sampling initiative that allows London-based users to order free kits directly to their home. We needed to encourage people to get testing to tackle the rise of STIs in the capital.
The Solution
Showcase how Grindr was combatting the barriers to in-person testing.
Leading with the news that Grindr was the first dating app to offer this service, our robust media strategy communicated that the initiative is an easy, hassle-free solution that tackled some of the barriers to in-person STI testing, such as clinic operating hours, transportation, and fear of judgement – all of which contribute to inequalities related to STIs for GBMSM.
The Results
- In-depth coverage in key titles including Metro, BBC Radio 1 Newsbeat, Radio 1 Xtra, City AM and G Scene News
- 1.9bn reach of coverage
- Leading to over 500 STI self-sampling kits ordered in the first 48 hours after launch
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