Thursday, 29th October 2015

Here are Trade HQ, we want to become more transparent with what we are doing. Following a recent focus group we had about the introduction of a new LGB&T sexual health screening clinic and how best to promote it, as part of a consultation process for the local sexual health services, we thought we'd share the feedback from this session with you all.

We first started by asking some engagement questions before exploring promotional materials.

The group unanimously said that Trade is a very good city centre location and that they were all unaware of other testing sites in such a central location within Leicester.

Based on 3 examples of promotional materials (some non-sexual health specific) already used, the following feedback was given:

• WSW promo material

The group liked the use of a play on words along with the imagery, which they thought was very impactful.

They liked how it was aimed directly at a target audience – especially with the picture of a woman.
 

They also liked the wording of “lesbian and bisexual women” in this example.

They also liked how it was not gendered/stereotyped overall with gendered usage of colours, and that the black and white with minimal colour worked.

They liked how the information was clear and made you question yourself and to also turn over the postcard to find out more.

• MSM promo material

The group liked that the information on the front of the postcard was clear about what is being promoted.

They liked that it is bright, but also curious.

They liked the level of detail on the back, explaining exactly what is offered.

• Trans promo material

The group said that it wasn’t very clear, from the imagery, that it targets the trans communities. Although it says trans, the imagery does not mean anything.

They also said that it is not clear what the imagery is trying to promote.

Although it is colourful, the group said that it is too busy and the imagery distracts away from reading any of the text.

We then went into the exploration questions, pinning down what people wanted to see within the new promotional materials for the new screening clinic.

They said that they would like the promotional materials to be reflective of the service which they wish to receive, and used phrases such as “not feeling embarrassed or uncomfortable”, as well as “awareness of staff on LGB&T communities” and “not being embarrassed about sexual behaviours mentioned”, which especially came from the bisexual participants.

LGB&T awareness for clinic staff was raised with all communities, and they wanted this to be publically known on promotional materials and to be consistent.

When asked where campaigns and promotional materials go wrong, the group spoke about:

• When it is presented as scary or frightening

• When it is stereotyped e.g. gendered colours

• When information is vague and not clear about what it is trying to tell you

When talking about wording and imagery, the group spoke about:

• The usage of the phrase “women who sleep with women”. This phrase was brought up consistently by the group and was considered a “catch-all”, especially for those who didn’t identify with either lesbian or bisexual
• They also spoke about NOT using the word “gay” on promotional materials for women, as it is commonly synonymous with men.
• One of the group members pointed out this card on our postcard rack, and said they liked this imagery and the connection with closeness and intimacy without giving away too much information as to what the card is about, but would entice you to pick it up and read the back. The women of the group also said that it would work well if it were two women, as it isn’t too explicit/graphic.

• The group also said that an image of an individual person would also work.

• The group also mentioned about the lack of diversity, especially from black and minority ethnic backgrounds, on promotional material, which lead some members of the group thinking it would be wise maybe not to use images of people, unless there was a range of the same promotional material available but with different people.

• With the use of imagery, it is difficult to depict a wide age range of people.

When talking about the key messages, which can sometimes be missing from promotional materials, the group spoke about:

• Services being specific, in regards to what it is that is being promoted, as well as additional information. The group referred back to the back of the yellow sauna clinic postcard, and the “range of services available”, and what is being offered.

• An example came from a trans man, who said it would be useful to add information about smear tests/swabs for trans men (or people with a cervix)

• There was also mention of information on further support, such as “other wellbeing services”, which the group thought would be useful on promotional materials which “leave you hanging”.

When discussing where people do or don’t engage with sexual health promotion materials:

• The women within the group said that they didn’t come across many promotional materials, specifically targeted towards them, and even when they do see it in gay venues, for example, they assumed they were all targeted towards men.

• Social media was also discussed and they said it works, but only if people are following you (which is one way a group member found out about the focus group)

• Online local news media was something a couple of people in the focus group referred to

• There was also a discussion of promotion outside of non-gay venues, such as hairdressers, libraries and universities, which the group felt would be positive.

• There was a consensus that women didn’t feel like they were at much risk, so by making it clear and targeted towards women would make the aware of risks and make it relevant for them.

•  The group also spoke about a range of promotional materials available, such as postcards and posters, but also fun and engaging promotional materials, such as “freebies” e.g. pens, magnets, etc.

We also had other consultations, including one with a trans woman. Points made included:

• Good awareness of trans communities within staff performing test

•  “You’ve got great location – use this to promote”

• Welcoming feel and language of promotion materials

• “I am done with this celebrity Trans stuff on TV, on a certificate I am a female and I want to be regarded as part of society”

• “The image should not be too radical, trans blending in the crowd is just as good”

• “It is easy to pick on stereotypes” – advised not to use

When asked if it would be good to have a promotional material dedicated to the Trans communities:

• “Yes but quite often it is not the trans that should be targeted but the group that they frequently engage in sexual activity, such as bisexual man, who don’t play safe.”

If anybody would like to find out more about this upcoming clinic, you stay connected via our social media pages, on Facebook and Twitter. Go on, give us a like and follow!

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