How do you spark a conversation on a topic people want to avoid? Public Health England was wrestling with this challenge for years. Despite widespread capabilities, testing rates for chlamydia—the most common sexually transmitted infection in England—remained less than 20 percent of annual targets. BD, the global medical technology company which produces chlamydia tests, challenged APCO to reverse this trend. Creating a campaign which utilised humour and tapped into cultural trends, we sparked a conversation people wanted to join, resulting in testing nearly tripling.
