Awkward
Moments
Thread & Fable was commissioned in 2021 by three NHS sexual health teams in Scotland to deliver a digital resource and campaign on sexual content.
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Building on a breadth of research the commissioning team had sourced, alongside a vast amount of youth engagement already done, the challenge was to produce a campaign that demonstrated what 'good' conversations about consent look like and build confidence in communication skills about it it.
We put together a specialist team of experts and agencies to deliver the campaign, with youth engagement and co-creation at the heart.
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Within weeks of the campaign launching, our insights indicated not only was it reaching the target audience but it was shifting their confidence too. It is now available on RSHP.scot and has been cited in an academic article as an example of best practice for youth engagement when it comes to sexual health.
Awkward Moments Films
We created concepts building on insight, youth engagement and testing. The creative centred around the concept that only we know what's going on inside our head and unless we had a mindreader to communicate for us, we needed to check in with ourselves and the person we're with. You can find all of the films and group chat we filmed on the campaign microsite here.
Impact
You can read the Awkward Moments impact report summary here, or watch the video summary highlighting some of the key results below.
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