Content Strategy and Copywriting for NSW Health
In both a freelance capacity and in my role as Content Strategist and Copywriter at Tiny Hunter branding agency, I had the absolute joy of working for NSW Health’s safe sex program Play Safe. I developed the tone of voice and content strategy, wrote all website copy and social content, and acted as copywriter for digital campaigns - which resulted in a 12,000% increase in goals. This was part of Tiny Hunter’s multi-award winning rebrand.
Safe Sex is Simple
With Sexually Transmitted Infections (STIs) on the rise, NSW Health wanted to reposition its digital safe sex initiative, Play Safe. The website and associated digital channels needed to resonate with sexually-active young adults and encourage them to follow two simple pieces of advice. Use condoms and get tested regularly.
A quick overview
Tone of Voice, including changing the language to resonate with young adults and creating an easy-to-use guide for other Play Safe employees to use
Content strategy development with the objective of increasing engagement across all channels
Ongoing social media content creation, blog writing and website copywriting
Campaign copywriting and ideation
Copy only - all design work completed by Tiny Hunter’s talented team of designers
Award-winning results
A recent digital campaign resulted in an incredible 54,365 goals completed on the website (a 12,000% increase). The goals included a short quiz entitled ‘Could I have an STI?’ which showed clear behavioral change
The website, content and campaigns have won multiple awards including Sydney Design Awards, Gold Winner, Good Design Awards®, Winner, and Indigo Awards, Silver Winner
All images and artwork provided by Tiny Hunter.
If you need a branding or design agency you couldn’t be in better hands. Visit tinyhunter.com.au
TESTIMONIAL
“Content can be messy, complicated and time intensive. Brooke is like a secret weapon who can swoop in and handle any content scenario end to end. From content strategy, to tone of voice, to content planning and copywriting of all kinds. Brooke is creative, efficient and versatile making any content project no fuss. I’m hesitant to hand over this testimonial because I want to keep this secret weapon all to myself!”
— Jodie de Vries, CEO, Tiny Hunter branding agency