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?