RRSSSN - ITSS
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In Nunavik, encouraging young men aged 14 to 29 to get tested for STBBIs (Sexually Transmitted and Blood-Borne Infections) is a significant challenge. The subject remains sensitive, clouded by embarrassment and misinformation, which often leads to testing avoidance and increased health risks for individuals, their partners, and the entire community.
Codes That Speak Volumes
To reach this audience, it was essential to ground the campaign in a language that truly resonates with it: the world of hockey. At tournaments, noise is everywhere. Coaches, referees, parents, and fans all contribute to the roar of the arena. This soundscape, a signature of the hockey experience, became the creative starting point.
The Actions Speak Louder campaign is built on a simple premise: actions have more impact than ambient noise. Derived from familiar situations, the messages serve as a clear call to action. The direct, playful, and bold tone adopts hockey codes and transposes them to sexual health, downplaying the drama and reducing stigma.
The campaign was deployed via web banners and short 6, 10, and 15-second animations, designed to quickly capture attention on the platforms most used by Nunavik youth: YouTube, TikTok, Meta, and Snapchat. The graphic style — intentionally simple and caricatural — is inspired by the South Park aesthetic. This deliberate choice allows a sensitive issue to be approached with humour and levity, making the message more accessible, memorable, and less taboo.
The rollout coincided with Nunavik’s major interregional hockey tournament. Young men were reached before, during, and after the event, ensuring a continuous presence during a significant cultural moment.
Codes That Speak Volumes
While data regarding STBBI testing rates is often limited, awareness indicators testify to the campaign's reach. Nearly 4,000 clicks and over 700,000 impressions were generated across all platforms. These results confirm the relevance of a culturally anchored approach capable of grabbing attention, normalizing testing, and fostering more open conversations.
Actions Speak Louder has thus helped encourage proactive behaviour for the benefit of young men’s health and the community as a whole.