client: Government Of New Brunswickdate published: Jun 03, 2026 content type: Commercials
commercial
Talk, Test, Treat Campaign
Government Of New Brunswick
Destigmatizing Through Storytelling: Rather than relying on clinical or fear-based messaging, we developed a welcoming and inclusive creative concept.
The Goal: Reduce the social stigma surrounding STIs/HIV and drive measurable action toward open communication, proactive testing, and medical treatment.
The Challenge
Public health organizations face an uphill battle when addressing sexual health, as the deep-rooted societal stigma surrounding Sexually Transmitted Infections (STIs) and HIV often prevents individuals from seeking help. The "Talk, Test, Treat" initiative needed to overcome this barrier by shifting public perception. The challenge was to create a multimedia campaign that was highly accessible, culturally sensitive, and non-judgmental. It had to effectively cut through media noise to encourage three vital actions: talking openly with partners and healthcare providers, getting tested regularly, and seeking immediate treatment if necessary.
Our Approach
We collaborated with health stakeholders to engineer an empathetic, human-centric visual media campaign designed to normalize conversations about sexual health.
Destigmatizing Through Storytelling: Rather than relying on clinical or fear-based messaging, we developed a welcoming and inclusive creative concept. We produced a series of dynamic, relatable social media ads and public service announcements (PSAs) that modeled healthy, open conversations between partners and medical professionals.
Clear, Action-Oriented Messaging: We structured the content around a highly scannable, three-part narrative framework: Talk (sparking the conversation), Test (finding a local clinic), and Treat (navigating healthcare options with confidence).
Multi-Platform Digital Strategy: Understanding the diverse target demographic, we optimized the video assets into various formats—from short, scroll-stopping micro-content for TikTok and Instagram to highly professional video assets for community clinics and public health websites.
It's about finding out what an organization is really passionate about, what they really want to do.”
The Impact
Our collaboration transformed a clinical health directive into a vibrant, community-focused awareness movement. By replacing cold medical data with warm, authentic human interactions, the video campaign successfully lowered the barrier to entry for sexual health care. The digital assets generated widespread online engagement, effectively driving viewers to local testing locators and online health resources. Ultimately, the campaign proved the power of compassionate media in breaking down long-standing taboos, encouraging thousands to take proactive control of their personal health and wellbeing.
