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Presentation part 1: Safe Sex

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Nivassini Subramaniyan

on 28 January 2014

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Transcript of Presentation part 1: Safe Sex

Presentation Part 1:
Safe Sex

Average age of first sexual activity has decreased from 18 to 16 years old
Younger age groups have less exposure therefore need more education
¼ teenagers has had sex without using a condom
Only 40% of year 12 students always use condoms
Rapid increase in the number of sexually transmitted diseases in Australia
Primarily contracted through unsafe sexual activities and often don't show any symptoms
Target audience

Targeting -> High school students
Demographical segmentation -

Gender: Females
Ages: 16-18 (Years 10-12)
Public High school Students
Psychographical segmentation -
Lifestyle - Safe, responsible, academic achievement, and religious service attendance
Interests and activities through sex - high levels of, sensation seeking and socializes.
Geographic’s –
For N.S.W Public High schools (Females)
Behavior Segmentation -
Counseling on risk reduction
decreases in STI outcomes
Campaign Purpose
Intended impact and benefits
Campaign Goals
Promote safe sex amongst Australian girls aged 16-18
Raise awareness on the risks of unsafe sex and its implications
Decrease the negative stigma associated with safe sex amongst teenagers
Provide options for the sustainability of safe sex amongst the target audience
Stages of change –
3.3 million people are in this segment
Teenagers represent 15% of the country
One-third of high school students report that they are sexually active.
Most young people in Years 10 and 12 are sexually active to varying degrees
About one in four Year 10 students and half of all Year 12 students have had vaginal intercourse.

Selected statistics on the form of contraception used:
Condoms - 64.4%
The pill - 36.8%
Withdrawal - 11.8%
No contraception used - 9.4%

86% of young people in relationships of one year’s
duration or less don’t use condoms.
Over half of those who use the contraceptive pill don’t use condoms
to protect themselves from sexually transmissible infections (STIs).

Most teenagers do not practice safe sex.
Why is this a problem?
Untreated STI's have serious long term effects on the health of an individual
Bacterial diseases (such as chlamydia, gonorrhoea and syphilis) are curable but can cause serious damage to the heart and brain and can lead to infertility
Viral infections such as HIV and herpes are incurable and lead to ulcers and weaken the immune system, leading to infection
Some Statistics...
1400 people aged 12-15
tested positive for chlamydia
82,000 Australians had a positive chlamydia test last year
Approx. 500,000 Australians have the disease
without their knowledge
200,000 Australians are living with hepatitis B, with an
increase of 9000
in the last month
Syphilis cases increased by 1500 in the last year
HIV related AIDS has led to over
6700 deaths in Australia
so far
Cost to the Community
If further action isn't taken, STI rates will increase and be detrimental to individuals, communities and our healthcare system.

Population health: STIs are extremely infectious they pose a serious threat to the greater population
Financial costs: approximately $20,000-$25,000 in drugs laboratory testing and medical services per year of their lives
What has been tried so far?
• Sex education in high schools
• Australian Government’s STI website - “STIs are spreading fast. Always use a condom”
• “Safe Sex No Regrets” campaign
• In 2011 the government implemented a scheme in which 16-30yr olds were paid $10 for participating in a chlamydia test at certain pharmacy

These campaigns and efforts have certainly educated and raised awareness, however as the rates of sexually transmitted diseases are increasing rapidly, it is clearly not enough

Protection of teenage girls from implications of sex ie. STI's through the use of education
Increasing the use of condoms between 16-18 year old females
Increasing the amount of teenage girls attending sexual health check ups
Utilising NSW education systems to implement ineractive safe sex awareness campaign

Behaviour change and SMART Goals
Overall objective: increase knowledge and change the behaviours of
16-18 year old girls
in NSW, so that they are more inclined to participate in safe sex
Measure the
prevalence of STI's over 3-4 years
, compared to previous years
Additionally use a questionnaire to measure rates of
condom use and health check ups
in teenage girls
For our target audience who have little or no knowledge about STIs, we aim for them to move from the
precontemplation stage to the contemplation stage,

And for those teenagers who have been educated about STIs already, our objective is for them to move from
contemplation to action
through participating in safe sex
Specifically, we aim to increase the number of individuals who actually get checked and use condoms , and consequently
reduce the presence of chlamydia
by 10% amongst teenagers

Previous studies showed a
19% decrease in females
8% decrease in males
with Chlamydia within a time frame of 4 years.
Why we need a fresh approach?
The previous and current campaigns run by the government are bland and disengaging
Although they act as good information sources, our campaign will focus more on interaction and will be multi-tiered so that there is a lasting impression on teenagers that safe sex is the way to go
Teenagers are more likely to change their behaviour if they actively learn rather than just being told
Compare the above campaigns to this European campaign. Which would be more likely to make you engage in safe sex
National Notifiable Diseases Surveillance System ; ABS Australian Demographic Statistics, September 2011 (cat. no. 3101.0)


Campaign objective and goals
Problem severity:
Segment size:

Problem incidence:

Increase Awareness of implications of unsafe sex
Decrease the spread of STi's
Sustain the result through means of constant education to adapt to changing societal needs
Lower rates of STI prevalaence
No long term effects from STI contraction
Peace of mind
Better fertility rates in the future
No negative stigma attached to oneself
Reference List
Australian Bureau of Statistics, 2012 ‘Sexually Transmitted Infections’, ABS Australian Social Trends, available online at <http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/4102.0Main+Features10Jun+2012> (accessed 14/12/13)
Better Health, 2012, ‘Teenagers: Sexual Behaviour’, Victorian Government: Better Health Channel, available online at <http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Teenagers_sexual_behaviour> (accessed 14/12/13)
Moore, T, 2013 ‘Sex health clinic cuts will see STI rates rise: experts’, Brisbane Times, available online at <http://www.brisbanetimes.com.au/queensland/sex-health-clinic-cuts-will-see-sti-rates-rise-experts-20130325-2gqda.html>
NEWS, 2013 ‘More than 1400 young people testing positive to chlamydia’, NEWS.com.au HEALTH, available online at <http://www.news.com.au/lifestyle/health/more-than-1400-young-people-testing-positive-for-chlamydia/story-fneuz9ev-1226745463761> (accessed 14/12/13)
Stages of Change, A Trans-Theoretical Model. 2003. Sex Workers Without Borders. [ONLINE] Available at: <http://sexworkerswithoutborders.org/harm-reduction-101/stages-of-change-a-trans-theoretical-model >. [Accessed 13 December 13].
Australian Bureau of Statistics. 2012. Population by Age and Sex, Australian States and Territories,. [ONLINE] Available at: <http://www.abs.gov.au/Ausstats/abs@.nsf/mf/3201.0>. [Accessed 13 December 13].
Better health Channel . 2012. Teenagers Sexual Behaviour . [ONLINE] Available at: <http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Teenagers_sexual_behaviour>. [Accessed 13 December 13].

(Stages of Change, A Trans-Theoretical Model. 2003)
(Australian Bureau of Statistics. 2012)
(Yu , Frasure, Bolan , et al. 2008)
(Better health Channel . 2012)
(Better health Channel . 2012)
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