The Florey Clinic sexual health campaign
The Florey Clinic is the Royal Berkshire NHS Trust’s dedicated sexual health service, offering contraceptive services, STI testing, an HIV clinic, psychosexual therapy, and specialist support for people who have experienced sexual assault.
The challenge
With grant funding secured, the Clinic set out to deliver a campaign that would raise awareness of its services, encourage more people across Reading, Wokingham and West Berkshire to access care, and build its reputation nationally.
The process
We ran a workshop with clinic staff and the Trust’s comms team to define the Florey’s personality and tone, safe, welcoming and supportive. Together we identified priority audiences and used empathy mapping to uncover barriers like stigma, misinformation and confidentiality concerns.
These insights gave us a clear foundation for creative development, ensuring the campaign identity, straplines and visuals spoke directly to people’s real experiences and positioned the Florey as a trusted, approachable service.
The requirements
- Develop a bold, distinctive campaign brand to sit alongside the existing logo
- Reflect the Florey’s values: inclusive, welcoming, confidential, safe and non-judgemental
- Challenge stigma with a positive, vibrant identity
- Create adaptable messaging and visuals for both immediate impact and long-term use
- Explore campaign photography, video and integrated marketing routes
The solution
We reframed sexual health as something to feel good about. Taking inspiration from research, we shifted away from fear-based messaging to focus on empowerment, trust and pleasure.
The campaign identity uses a bold, digital-inspired aesthetic designed to cut through visual clutter. Messaging blends benefit-led clarity with cheeky, stigma-busting lines. The core tagline – “your friends with benefits”, captures the light, informal tone, supported by “here to help, not to judge” and “have a happy sex life.”
Launched in 2025, the campaign rolled out across Reading buses, a giant digital screen at Reading Station, paid social and animation.
By positioning the Florey as friendly, safe and supportive, the campaign encourages more people to access the free services with confidence.
Would you like to see results like these for your organisation?
If you’re interested in finding out more about how we could work together, send us a message and we’ll get back to you.
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