Multimedia Case Study: Foreplay Edition

Question: how does a marketer get Millenials to think seriously about their own sexual health?

An ongoing campaign called “beforeplay” (get it?), created by ad shop Vermilion and promoted by Bluetone Marketing & PR for the Colorado Department of Public Health and Environment, tasked the agencies with answering that question.

The larger goal was incredibly ambitious: to reduce the number of STDs and unintended pregnancies in the state of Colorado (which had one of the highest rates in the country).

How did they go about it?

The campaign grew from a partnership between the CDPHE and the Colorado Initiative to Reduce Unintended Pregnancy, which hired Vermilion to create related ad materials.