The Challenge
Sexually transmitted infections (STIs) continue to disproportionately impact LGBTQ+ communities in Colorado—particularly gay, bisexual, and other men who have sex with men, as well as transgender and nonbinary people. Across the state, rates of chlamydia, gonorrhea, and syphilis have risen steadily in recent years, with some of the highest increases concentrated among LGBTQ+ populations.
At the same time, stigma remains a major barrier to testing and treatment. Many people delay or avoid getting tested because they fear judgment, misinformation, or being “outed” in healthcare settings. Traditional public health messaging—often clinical, generic, or fear-based—struggles to cut through, especially in digital environments where LGBTQ+ audiences are inundated with ads and content competing for attention.
The Colorado Department of Public Health and Environment (CDPHE) needed a way to break through the noise, normalize STI testing, and reach people at moments when sexual health was already top of mind—without reinforcing shame or stigma.
Our Approach
SE2 developed a digital-first media campaign designed to meet people where decisions about sex and risk are actually happening: on hookup and dating apps. Instead of interrupting users with alarmist messages, the campaign leaned into context—placing STI testing messages in spaces where people were already thinking about sex, partners, and protection.
To cut through clutter in these environments, SE2 created a bold, sports-themed creative concept—“Play the Game?”—that reframed STI testing as a smart, routine part of staying in the game, rather than a consequence of “bad” behavior. The concept used familiar sports language and visuals to spark curiosity and recognition, helping the campaign stand out in fast-scroll, high-competition digital spaces.
Messaging was intentionally non-judgmental and harm-reduction focused, emphasizing that:
- STIs are common and manageable
- Testing is about taking care of yourself and your partners
- Knowing your status is a form of confidence—not something to hide
Throughout the campaign, SE2 prioritized inclusive language, LGBTQ-affirming visuals, and a tone that felt conversational, sex-positive, and human. The result was a campaign that respected audience autonomy while making testing feel relevant, normal, and accessible.
The Impact
The campaign successfully reached LGBTQ+ audiences in high-intent digital environments and drove meaningful engagement with STI testing information and resources.
Campaign performance highlights include:
- 1.85 million total impressions delivered statewide across dating apps (Jack’d, Scruff), TikTok, Snapchat, and paid search—ensuring broad visibility among priority LGBTQ+ audiences.
- Over 730,000 impressions on Snapchat and 1.12 million impressions on TikTok, leveraging high-impact, mobile-first platforms to reach users in moments of active engagement.
- Achieved large-scale reach across multiple channels while maintaining cost-effective CPMs and CPC benchmarks.
Beyond quantitative metrics, the campaign demonstrated the power of meeting people with respect—showing that STI prevention messaging can be direct, culturally relevant, and stigma-free, while still driving action. By aligning message, medium, and moment, CDPHE strengthened its connection with LGBTQ+ communities and advanced a more affirming, effective approach to sexual health communication.
