Get Colorado Talking
It’s hard to talk about sexual health and contraceptives, especially when you just want to get it on. To help educate people and get them thinking and talking, we needed a way to break through and make these topics not only accessible, but fun — particularly for our target 18–29 year olds. Our approach? Empower these young adults to just be themselves — only safer and more confident — by recognizing they’re smart enough to make their own decisions and offering engaging opportunities to learn before they’re in the moment. We call it Beforeplay.org.
To spark conversations in Colorado, we developed an integrated presence for the brand that includes communications across digital, billboard, transit, indoor, radio, cable, cinema, and print advertising. All channels led our audience to an education and resource-focused, mobile-optimized, bilingual website.
What started as a campaign has taken on a life of its own, becoming a trusted brand and hub for information on sexual health and wellness. And, along with funding efforts to expand access to long-acting reversible contraception (LARC), Beforeplay.org helped to spur a significant reduction in unintended pregnancies in Colorado and a greater than 400% increase in LARC use.
