MadeByPi

MadeByPi have created a sexual health microsite for NHS Wakefield, primarily targeting 14-24 year olds. The new site – www.wfact.co.uk - will help to raise awareness of the Primary Care Trust’s community-wide sexual health services across the Wakefield district.

Jo Thorne (media and marketing manager) of NHS Wakefield District commented: “MadeByPi has created and delivered an appealing, yet subtle site that is information-rich and tonally engaging. Sexual health can be a sensitive subject so it is important to offer our users an online resource where they can gain an insight and better understanding of sex, relationships and sexual health. They can also seek advice on where to go for help and check-ups. The built-in symptom checker further engages the user and gives them ownership over their own health. ”

MadeByPi has created the campaign’s brand identity that is accessible and appealing but offers discretion in the user’s browsing history. ‘WFact – Act on Sexual Health’ is used throughout on and offline campaign materials. WF represents the first two letters of the Wakefield postcode, with the slogan ‘WFact: Act on Sexual Health’ conveying the purpose of the site.

Karen Lewis, account director at MadeByPi said: “Research showed that, although the primary audience is 14-24 year olds, we needed to keep the site accessible for all users irrespective of age, gender, sexual preference and differing levels of sexual health knowledge. This has been achieved through diverse and relevant content for all users. We have also answered the need for bite-size chunks of information and a preference to click rather than scroll through lots of information.”

A content management system has been created for NHS Wakefield to ensure the site remains dynamic. The PCT can update and refresh the site’s content that is subject to constant change.