Introduction
Launched in 2021 as a pilot project, DépistaFest returns stronger than ever in 2024 for its fourth edition. It is the first (and only!) major festival dedicated to STI testing in Quebec, aiming to open the dialogue around testing, fight stigma, and encourage healthy habits.
In 2024, DépistaFest is designed as a vibrant testing event and a collective celebration of all types of sexuality! The goal is to create a memorable experience while discussing sexual health and promoting the best testing solutions for everyone. As a large-scale awareness campaign, Club Sexu aims to position the DépistaFest website as the go-to resource for STI information in Quebec.
Objectives
- Inform adults from 18 to 34 about the importance of getting tested.
- Position DépistaFest as the only major STI testing festival in Quebec.
- Establish Club Sexu as a creative non-profit media outlet dedicated to education.
- Tell a story to normalize and destigmatize testing, leveraging Club Sexu’s expertise.
- Encourage media and social media platforms to speak positively about DépistaFest 2024, ultimately driving the target audience to get tested through initiative partners.
Strategy
Leverage data and statistics to highlight the importance of the event and challenge negative perceptions associated with testing.
Promote the DépistaFest website as the perfect tool for taking care of sexual health, emphasizing its user-friendly platform.
Collaborate with positive ambassadors and influencers to amplify key messages.
Results
With the support of public relations efforts, we secured 140 confirmed media mentions across Quebec. The tone of the publications and measurable mentions was positive, effectively relaying relevant information related to the announcement and key messages.
The entire campaign generated a total of 15,950,043 impressions, marking a significant success. The 2024 edition of DépistaFest achieved widespread visibility in Quebec media. The spokespersons amplified the campaign’s reach by participating in 27 interviews.
- 140 media mentions
- 15,950,043 total impressions
- 27 interviews conducted
- Campaign efforts targeted both regional and provincial levels
- 98% of mentions included at least one key message
- 71% of mentions featured a spokesperson quote
- 54% of mentions included an image
