In the county of Kronoberg, Sweden, the Health Department have noticed increasing numbers of chlamydia among the youth and young adults. One of the reasons being the stigma about testing; a physical meeting with a nurse and the embarrassment it may cause. The time factor is also a barrier; many find it circumstantial to set aside time to go to a health central – let alone for a test.
The target group put little trust and interest to authorities and information therefrom, especially if they can’t identify with the source. And a regional Health Department is pretty far from being down with the kids… But millennials put a lot of confidence in peer-2-peer communication. So they created something they would want to consume and share voluntarily. No morals. No pointers. Pure Infotainment.
