LifeStyles: Invest in Safer Sex by FCB/SIX

Agency: FCB/SIX
Client: LifeStyles
Date: Jul 2020
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Just like playing the market, playing the field comes with risk. That’s the creative spark behind a new stock market-inspired platform from FCB/SIX for sexual wellness brand LifeStyles. The project, called “Publicly Traded” uses real-time Australian search activity around sexually transmitted infections (STIs) to generate “stock” chart visualizations, which drive dynamic online pricing for its products, making condoms more affordable when transmission is on the rise.

Launching in the Australian market, the new “STI Index” is determined by Google Search data around six key sexually transmitted infections: Chlamydia, HIV, syphilis, herpes, gonorrhea and HPV. The platform is driven by three real-time Australian search behaviours: STI names (e.g., searching “herpes”), symptoms (e.g., searching “painful urination”), and by geographic region (where those searches are happening).

The campaign comes as STI rates across Australia have increased significantly in the past decade, with cases of gonorrhoea more than tripling between 2008 and 2017, and chlamydia cases increasing more than five times, according to data from the Australian Institute of Health and Welfare.

Credits

Client: LifeStyles

Client: Marta Toth, Director, Global Marketing Strategy at LifeStyles Healthcare

Client: Xian Wu, Global Brand Manager

Client: Austin Chesterfield, Associate Director Marketing, Australia

Client: Aldo Oosterman, Senior Brand Manager, Australia

Agency: FCB/SIX NY

Chief Creative Officer: Ian Mackenzie

Executive Creative Director: Colin Craig

Associate Creative Director: Andrew Bernardi

Copywriter: Hemal Dhanjee

Art Director: Steve Ierullo

Designer: Ming Mikaeo

Senior Strategist: Eli Ferrara

VP, Group Account Director: Scott Sloggett

Group Account Director: Shalta Dicaire Fardin

Account Director: Fraser Jackson

Director of Integrated Production: Gillian Morrison

Integrated Producer: Venus Pun

Chief Technology Officer: Jacob Ciesielski

Development Director: Luiz Costa

Senior Business Analyst: Suraj Patel

Front-End Developer: Heung Lee, Tony Valderrama

Senior Full Stack Developer: Chris Ghouchandra

Quality Assurance Analyst: Nataliya Vislyanska, Ashish Mistry

President: Andrea Cook

EVP, Global Growth: Mish Fletcher

EVP Global Strategy: Fern Potter

SVP, Director of Global Communications & PR: Melanie Mitchem

Editing House: Married to Giants

Editor: Ryan Hunt

Assistant Editor: Liam Crawford

Executive Producer: Julie Axell

Online Facility: Wingman VFX

Music and Sound Design: Grayson Matthews

Music Producer: Mark Domitric

Engineer: Brian Bernard

Producer: Nicholas Shaw

Media Agency: Theory Crew

Account Director: Angela Reynoldson

Account Manager: Isabella Donato

Public Relations: Shannon Stephaniuk, Glossy

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