• New STI awareness campaign infects digital and social media
• ‘Mockumentary’ promotes revolutionary new STI home test
• Thousands caught out by spoof STI and sniffer dog squad
• Leading sexual health charity praises timing of campaign as Christmas Party season kicks in

British biotechnology company Randox Laboratories, continues to break new ground, with a spoof documentary to promote its home STI test, Confidante. The award winning firm, recognised internationally for its leading diagnostic technologies, is proving that it is also ahead of the curve when it comes to promoting its products.

Thousands have been caught out by the ‘mockumentary’ which follows the officers and dogs of the STI Detection unit as they sniff out undetected STIs around the UK.

The film, which shows unsuspecting punters outed in public by sniffer dogs Radar, Frisbee and their handlers, ends with an invitation to ‘check your privates in private’ with the Confidante test. The light-hearted strategy is designed to prompt 25-34 year olds to think about their sexual health and get tested.

Dr Peter FitzGerald, Managing Director of Randox Laboratories, said:

“So far, ten thousand people a day are watching the mockumentary, we expect this to grow as the campaign continues. For us it is ultimately about improving health, raising awareness of STIs and encouraging people get tested, we’ve opened up what can be a taboo subject and have done so with humour!

Every day one million people across the world are infected with an STI and at home incidents are continuing to soar – in the UK we are seeing worrying levels of chlamydia, gonorrhoea and syphilis in particular; we want people to take their sexual health seriously and regular testing is a key part of that”.

Sexual health charity FPA has applauded the timing and effectiveness of the campaign. Natika Halil, director of health and wellbeing, said:

“This has clearly created something of a talking point around STIs, which is particularly important in the run up to Christmas and New Year parties as we know people are less likely to think of infections after they have been drinking.

If you have sex without a condom then you are at risk of getting an STI, and not everyone who has an infection has signs or symptoms – so it’s possible to pass it on without realising.”

The infectious digital content has been produced Randox Marketing and creative agency Langland. Randox Marketing Manager, Chris Henry said they wanted something that would start people talking about STIs:

“Our goal was to engage a whole new audience of potential customers who may be too embarrassed to take their sexual health seriously. We believe this campaign does exactly that, communicating the shock of being exposed in public, but doing it with humour, in a way people can engage with without feeling they are publically declaring they have an STI.”

Confidante is the world’s first STI home test kit, to detect 10 common STIs and can be used in the privacy of the home. It uses Randox’s unique Biochip Array Technology, with results delivered within 7 working days, confidentially, via a nurse specialist, either by phone or email. Advice, GP appointments, treatments are available through the Randox Healthcare division, Randox Health.