Programming Connection

Wrap it Up!  

OUTSaskatoon, Saskatchewan Prevention Institute, Saskatoon Sexual Health
Saskatoon, SK
2017

Saskatoon Sexual Health has teamed up with Territorial, OUTSaskatoon and the Saskatchewan Prevention Institute to bring Saskatonians a fun and educational condom campaign called Wrap It Up!

Funded by the Saskatchewan Prevention Institute and the Saskatchewan HIV Strategy, Wrap It Up! builds on an existing condom distribution program started by Saskatoon Sexual Health, but this time with a cheeky twist. It has added amusing messages to the condom packaging to appeal specifically to youth. The new messaging was added after consultations revealed that young people are more willing to use condoms if they are seen as being fun, sexy and exciting. The condoms riff off of local place names such as “REGINA, the city that rhymes with fun,” “SASKATOON, wanna spoon?,” “CLIMAX, please come again” and “Toronto is big but this is BIGGAR. Because the condoms are playful, people are eager to order them.

In October 2016, right after the campaign was launched, condom distribution increased by 20 per cent. Since then, eight new locations where people can pick up condoms have been added.

The campaign also aims to increase people’s knowledge of sexually transmitted infections (STIs) and create awareness about testing. A campaign website lists all 35 condom pick-up locations, as well as testing sites. The website also provides information about birth control, fun facts about condoms and a demo video on how to use condoms effectively.

“We wanted to make sure we weren’t just doing a service that was providing something for free, but also providing programming that was connecting people to something that they would see as valuable,” explains Jill Arkles-Schwardt, the Executive Director at Saskatoon Sexual Health. “It was important to us to do something to address the high rates of STIs and HIV in the province of Saskatchewan.”

Wrap It Up! has garnered a huge response so far, with a lot of media attention and with people vying to collect all four designs; some even calling in with suggestions of other funny slogans to print.

For more information about this campaign, visit http://wrapitupsk.com/ or contact Jill Arkles-Schwandt at info@shcsaskatoon.ca.