CHALLENGE
STD rates were on the rise in Omaha, Nebraska. Targeted efforts had show increase in adolescent women getting tested, but adolescent males were significantly less likely to get tested for STDS. 

INSIGHTS
Working with focus group illuminated that this was largely because of misinformation about why people get tested and what is involved in an STD test. We discovered there were many urban legends of what happened during STD testing. The Urine Luck campaign set out to target males and let them know that most STD testing is done through a simple urine sample. 

SOLUTIONS
Branded urinal cakes took center stage as our main creative tactic. Each urinal cake included the message, “Afraid of STD testing? Urine luck! Standard STD tests only require a urine sample.” The call to action included that standard STD tests are free, easy and confidential with more information at GetCheckedOmaha.com. Our team made calls to request placement of the branded urinal cakes to targeted locations such as health centers, gyms, shopping malls and restaurants/bars.

Mirror clings and bilingual posters, used in both male and female restrooms, were distributed at college campus, gyms, bars and restaurants. Additionally, we placed mirror clings on car windshields near a local university on a night of a major concert featuring recording artist Logic. Materials were placed in more than 50 locations with distribution in nearly every zip code throughout the city

Earned media and social media tactics were also utilized. Connecting the message of easy STD testing with STD Awareness Month in April gave us the added benefit of an interview with KIOS Omaha Public Radio. Social media posts targeted young people online with fact-based messages and information on where to seek free, easy and confidential STD testing and treatment. Additionally, we scheduled 24 Snapchat filters to geotarget events throughout March and April, including concerts, university-sponsored events, St. Patrick’s Day celebrations and community partner health information events. These campaign-themed filters reached nearly 20,000 people. 

RESULTS
From May 2017 to April 2018, grantees who provide STD testing to Omaha adolescents exceeded their STD testing goal by nearly 2,000 tests. The efforts of the campaign, which ran in March and April 2018, netted more than 363,000 impressions. 

The highlights include: 

• The campaign materials (urinal cakes, bilingual posters and mirror clings) were distributed to more than 50 locations representing almost every corner of Omaha and resulting in nearly 180,000 impressions, which was more than our set objective.

• More than 105,000 impressions were received from social media with an additional 11,000 impressions from earned media placements.

• Additionally, the window clings were visible to the University of Nebraska Omaha athletics staff, opening the door for new sponsorship and marketing opportunities to further reach our target audiences.