Hubba Hubba – the message is getting through
28 June 2005
Hubba Hubba – the message is getting through to HB youth
A recent survey carried out in Hawke’s Bay found that 100% of the young people surveyed knew about the Ministry of Health’s No Rubba – No Hubba Hubba advertisement, and could recall that the message was to wear a condom if you are having sex.
“This is an amazing result,” says Hawke’s Bay District Health Board sexual promoter, Shari TIdswell. “As well as the TV advertisements, there have been a wide range of events where ‘Hubba Hubba’ was promoted in Hawke’s Bay…this includes the Wairoa A & P Show, various Plan-to-Party events, such as Street Promoters and via community groups and health providers such as Te Kupenga Hauora.
The No Rubba – No Hubba Hubba ad campaign, which started over summer, is playing again due to the great response from youth to the campaign and a very positive national evaluation. Nationally, half of those surveyed said they were more likely to use condoms as a result of the advertising. 97% of those surveyed were able to recall the advertisement and message and 65% had talked to a friend about the ads.
Shari said this reinforced the fact that sticking to one clear message is the best strategy when carrying out social marketing campaigns. “Having the target audience involved in the whole process has also paid dividends, as these ads have ‘cut through’ to youth, who can be hard to reach via mainstream mediums such as television.
“There have been 2.8 million hits on the Hubba Hubba website; it’s encouraging that people are motivated enough by the message to want more information about safer sex, condoms and sexually transmitted infections” she said. The website has all sorts of useful information mostly in a question and answer format, and is aimed at young people. The website will remain online until the end of the year. You can check it out at www.hubba.co.nz
Other information and resources on condoms, safer sex and sexually transmitted infections are available from the health resource room at the Napier Health Centre in Wellesley Road.
“The goal is to keep young people safe…and for those choosing to have sex, to keep them safer,” Shari said. “This campaign has made the goal more achievable, with higher awareness and ready access to resources for youth and families now available.”