Tackling the North East's STI crisis with an unmissable campaign that made sexual health impossible to ignore.

Young people in the North East and North Cumbria are facing a sexual health crisis that nobody's talking about - STI rates among 14–24 year olds were higher here than anywhere else in the UK. The problem isn't just biological. It's cultural. Stigma, embarrassment and silence were keeping people from seeking help, getting tested, or even starting the conversation.

The brief was clear: make talking about sexual health feel as normal as talking about things like mental health have become. And if you want people to address something they've been ignoring, you need something impossible to ignore. Enter the Elephant in the Room - a condom-textured, unmistakably green elephant who shows up, takes up space, and refuses to be glossed over. The character became the campaign's anchor, turning an uncomfortable subject into something approachable, even a little cheeky, while never losing sight of the serious message underneath.

From there, the campaign came to life across every channel that matters to young people - a full media and advertising campaign, PR outreach, and a partnership toolkit built for NHS trusts and local authorities to roll out consistently across the region. A dedicated campaign website ties it all together, signposting young people to free, confidential advice and contraception services without judgement or friction. It's time to talk about the elephant in the room. And now, there's no excuse not to.