Youth Friendly Sexual Health Messaging Design Guide

Youth Friendly Sexual Health Messaging Design Guide created for

Baltimore City Health Department

WHAT’S INSIDE How This Guide Can Help

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Design Research Process

3

Quick Interventions Social Media Postcards Seasonal Posters Stickers Connecting Message in Clinics Training Visuals

8 9 10 12 13 14

Design Style Guide

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HOW THIS GUIDE CAN HELP In Baltimore City, youth ages 15-24 represent 70% of new STIs reported to the Baltimore City Health Department (BCHD) in 2012, including 60% for gonorrhea, 70% for chlamydia, 27% for syphilis and 25% for HIV. Therefore, it is important to recognize youth perceptions on sexual health and how they relate to the messages they see and their testing experiences.

This guide outlines the user experience research, design interventions, and the recommendations or procedures for implementation.

This work was funded through the Centers for Disease Control and Prevention (CDC) grant “Community Advancements in the Reduction of Sexually Transmitted Diseases” (U22 PS004541-01). Through this grant, the Baltimore City Health Department (BCHD) , Johns Hopkins Center for Child and Community Health Research (CCHR), and the Center for Social Design at Maryland Institute College of Art (MICA) have been working collaboratively to design, implement, and test interventions to increase access and normalize STI testing for Baltimore youth. This work stems from previous engagements with youth and young adults through the CARS grant and BCHD’s Youth Advisory Council (YAC).

These interventions were originally developed as quick wins for Baltimore City Health Department and its sexual health messaging based on intensive design research with youth, providers, and subject matter experts from BCHD.

People between the ages of 15-24 make up about ⅓ of BCHD clinic patients. Of all 15-19 year olds tested at Eastern and Druid in 2016, about 65% indicated that it was their first STI test. We learned that first impressions are important!*

User research focuses on understanding user behaviors, needs, and motivations through observation techniques, task analysis, interviews, and other feedback methodologies.

It utilizes smaller sample sizes and focuses on deep understanding of geographic and location-specific context through qualitative data collection. This research was designfocused and not presumed to have replicable findings in other clinics. *BCHD internal data collection

For inquiries about use of interventions in other clinics, please contact Suzanne Grieb: sgrieb1@jhmi.edu

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Timely

Confidential

Comforting

Enjoyable

Transparent

Sex Positive

What’s good for Baltimore youth is good for everyone.

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DESIGN RESEARCH PROCESS Over the course of the 2016-2017 academic year, 14 graduate students in the MA in Social Design program, at the Center for Social Design at Maryland Institute College of Art (MICA) were challenged with the question, “How might we increase access to STI testing and normalize testing for Baltimore youth (15-24) through sustainable structural change?”

As students, we each completed our own testing journeys, reviewed current literature, observed clinic spaces, interviewed, surveyed, and spent invaluable hours getting feedback from and workshopping ideas with Baltimore youth, clinicians, and health department staff.

Based on this research, we developed six design principles to help make the STI testing process a more positive experience for youth: • Timely • Comforting • Enjoyable • Confidential • Transparent • Sex Positive Our most important takeaway from all of this research: what’s good for Baltimore youth is good for everyone. We suggest that moving forward, Baltimore STI clinic spaces, processes, messages, and services are designed with the city’s youth population as their primary users.

Timely: The longer youth have to wait, the less likely they’ll complete the testing process.

Comforting: Clinic spaces and testing can be “cold” and “scary” to a young person.

Enjoyable: This is often the first time young patients are interacting with the clinic and STI testing— we want them to have a positive testing experience.

Confidential: Youth and clinicians have different definitions of confidentiality. Clinicians follow HIPPA. Youth want to feel “invisible.”

Transparent: Youth want to know what the testing process will be like before they go.

Sex Positive: Move away from being punitive or judgmental and towards being supportive and positive.

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PERSONAS Personas are archetypal descriptions of user behavior patterns that are humanized through profiles. These personas were used to ensure that the materials under the Stay Sexy Stay Healthy umbrella can reach different youth mindsets about being sexually active.

Primary Audience: Youth that have some desire, motivation, or understanding of testing, but are hesitant about moving forward, lack the proper knowledge, or just need an extra push to make it happen.

1 Primary Audience

1

Primary Audience

Do Nothing Danny & Danielle

Only-if-Necessary Owen & Olive

Hesitant Haley & Harry

Motiva

?

• “It can never happen to me”

• Little knowledge of STIs

• On the fence about getting tested

• Never been tested before

• Would only get tested if there is a BIG motivator like showing symptoms and their partners saying they should get tested

• Doesn’t have time to get tested for STIs

• Refuses to get tested • Uneducated and unmotivated about STI testing • Not receiving any guidance about STI testing

Not Likely to Get Tested 4

• Doesn’t

• Has distrust for local clinics

• Has dist

• Is worried about friends and family knowing

• Has a so they do or testin

• Know it’s smart to do for their health, but many concerns prevent them from testing

Not Likely to Get Tested

• Wants to unsure o

ry

tested

d

eir

Secondary Audience: Youth who do not feel that STI testing applies to them yet, but who will need to make regular testing part of their sexual health in the future.

2

2

Secondary Audience Secondary Audience

2

Secondary Audience

Motivated Michelle & Malik Motivated Michelle & Malik

Healthy & Heather Healthy HenryHenry & Heather

Neutral Neutral NancyNancy & Nick& Nick

Wants to get but tested, • Wants•to get tested, is but is unsure unsure of whereoftowhere go to go

• Gets regularly tested regularly • Gets tested and for and for all STIs all STIs

• Neutral on thebecause issue because • Neutral on the issue they have they have not hadnot sexhad sex

• Doesn’t have transportation • Doesn’t have transportation

• Knowledgeable about healthy • Knowledgeable about healthy sex, sex, STIs, and testing STIs, and testing

• Feel thisdoes issuenot does not • Feel that thisthat issue them YET apply toapply themtoYET

• Has distrust local clinics • Has distrust for localfor clinics Has support a solid support but • Has a •solid system,system, but do not talksex, about sex, STIs, they do they not talk about STIs, or testing or testing

• Has regular check-ups • Has regular doctor’sdoctor’s check-ups Has a support that openly • Has a •support system system that openly discusses sex,and STIs, and testing discusses sex, STIs, testing

Likely to Get Tested Get Tested Likely Likely to Getto Tested

No Need for Testing No for Need for Testing No Need Testing 5

MESSAGING DESIGN PRINCIPLES In doing our design research, we created another level of design principles based on our conversations with partners and workshops with youth.

We heard that STI messaging needs to: 1. Communicate sex-positive and stigma free values 2. Include simple language that is easy to digest 3. Establish expectations about the service 4. Provide information about resources 5. Be relatable to youth 6. Create a visually appealing system

Youth Want:

“I like positive messages because it helps people understand that it’s okay to talk about sex.”

“I think messages should encourage people, especially if they don’t have to pay for testing.”

Communicate sex-positive and stigma free values: Messages will tackle stereotypes, combat stigma, and promote no judgments on people’s sexual choices.

Include simple language that is easy to digest: The verbal system of the message needs to be engaging and provide clear information with next steps through a simple, visual presentation.

Establish expectations about the service: It is important to build transparency through the message by having information on cost, insurance, locations, and how to make an appointment. It should also provide insights to how the STI testing process works.

Provide information about resources: The message needs to convey the correct and up-to-date information about testing sites, where to go and who to talk.

Be relatable to youth: The written and visual systems need to show a realistic view of life by either keeping up with what is considered “cool” or simply by developing timeless content.

Create a visually appealing system: The visual design aims to pull audiences in by finding new approaches in developing content and following a hierarchical system.

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STAY SEXY STAY HEALTHY GET CHECKED #staysexystayhealthy

STAY SEXY STAY HEALTHY Our design principles led us to create the Stay Sexy Stay Healthy campaign, a fresh and fun initiative to promote sexual health and STI testing among Baltimore youth.

The initiative aims to increase the number of Baltimore youth, ages 15-24, going to an STI clinic for the first time. The goal is to also motivate youth to take control of their own sexual health by thinking about their sexual wellbeing and getting “checked” for STIs. We want Baltimore youth to feel...

1. Relieved: “It’s ok to talk about your sexual health.”

2. Understood: “This is about my life today.”

3. Informed: “Here’s the why, how and where about going to get tested.”

4. Supported: “You got this, you are not alone because everyone is doing it” Youth Think:

“True.

I like the message. ”

Note: In order to make the message more accessible to a wider range of youth, we recommend having all messages be bilingual, with both English and Spanish versions of all materials.

Stay Sexy Stay Healthy is an initiative that lives both online through social media and off-line with physical postcards, posters, and stickers. We propose for the campaign to live under BCHD’s UChoose program. UChoose has an already established audience and an online presence.

These efforts can further show the connectivity between STI testing and family planning.

The initiative has a consistent visual system and voice throughout digital and physical materials.

Visual System: • 2D pop art confetti • Bright colors • Emojis that youth are using and understand Voice • Quotes from peers with positive experiences and insider tips • Chat-like interactions, like someone is texting a conversation • Seasonal messaging that reflects seasonal changes in sexual practices for youth • Accurate and accessible information • A call to action to get “checked,” which is a less anxiety inducing term than “tested.”

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QUICK INTERVENTIONS 1. SOCIAL MEDIA POSTS Conveying positive sexual health online Youth are very connected to social media. Snapchat and Instagram are platforms readily used by youth to communicate but also to get information. UChoose already has social media handles that can be used for posting these campaign materials.

The social media posts are a way to introduce youth to the Stay Sexy Stay Healthy campaign. It is also an avenue to share various quotes from youth in Baltimore to explain to their peers what sexual health means to them. This is a way to provide support in the message and emphasize that everyone is thinking about it.

Implementation Recommendations • Include the hashtag #staysexystayhealthy when posting on social media platforms • In the caption, remind youth to check the knowwhatyouwant.com website and provide more information on getting tested, especially for chlamydia and gonorrhea • Promote and crowdsource quotes from youth, especially when posting the Social Media Post Example #1

Social media posts can be interchanged and posted on a weekly basis. Comments should encourage youth to follow UChoose social media handles to submit their own versions of what it means to be sexually healthy.

STAY SEXY STAY HEALTHY GET CHECKED Getting a sexual health check is free, simple, and confidential!

Social Media Post Example

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STAY SEXY STAY HEALTHY GET CHECKED Getting a sexual health check is free, simple, and confidential!

For more info, visit Know What U Want, link in bio! #staysexystayhealthy

Instagram Post Example

Youth Think:

“Seeing personal experiences and positive stories about health from others would motivate my friends to get tested.”

For more info on STI testing and taking charge of your sexual health, visit #staysexystayhealthy

What does sexual health mean to you?

“Knowing about the outcomes of your decision, keeping up with your physical sexual health and being aware of your sexual agency.

”

– DeAndrea, 16 Dundalk

Facebook Post Example

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2. POSTCARDS: VERSION A Providing information about testing services We want to make sure that youth know where they can get sexual checks that are accessible in cost and transportation. These postcards are meant to highlight the two BCHD STI clinics, with the opportunity to cater to other clinics.

On the other side of the postcard, we continue with the chat bubble exchanges and highlighting quotes from youth about their definitions of sexual health. These quotes can come from the social media posts so youth can see the connectivity off-line.

Implementation Recommendations • Double-sided color print • Feature quotes from youth via social media • Print postcards on cardstock paper or have them be professionally printed • Distribute to schools, sexual health clinics, and at health fairs or after sexual health training • Can be personalized to match the information of various clinics across the city

Where Can I Get My Sexual Health Check?

Eastern Sexual Health Clinic 620 North Caroline St. Baltimore, MD 21205

What does sexual health mean to you?

Tel: 410.396.9410 Mon & Tues: 8:30AM–5:00PM Thurs: 8:30–1:00PM Wed & Fri: Closed

“Knowing about the outcomes

CityLink

LM

LocalLink

56

of your decision, keeping up Druid Sexual Health Clinic + Healthy Teens Young Adults (HTYA) 1515 W. North Ave Baltimore, MD 21217

with your physical sexual health and being aware of your sexual agency.

”

– DeAndrea, 16 Dundalk

CityLink

GD

LocalLink

85

Druid Clinic Tel: 410.396.0176

HTYA Tel: 410.396.0185

Mon: Closed Tues: Closed Wed: 8:30AM–5:00PM Thurs: Closed Fri: 8:30AM–5:00PM

Mon: 9:30AM–5:30PM Tues: 11:00AM–7:00PM Wed: 10:00AM–6:00PM Thurs: 11:00AM–7:00PM Fri: 9:00AM–5:00PM

STAY SEXY, STAY HEALTHY, GET CHECKED

#staysexystayhealthy

Getting checked for STIS at these clinics is free, simple, and confidential!

For more info visit: www.knowwhatuwant.org

Front

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Back

VERSION B Providing information about testing services This single-sided version of the postcard only highlights one clinic option on each card. This clinic could be the one that is most accessible or convenient for a particular group of students. Postcards can easily be customized to provide information on multiple clinics, and shared with the population of people that would most benefit from having each particular clinic’s information.

Implementation Recommendations • • •

•

A sexual health check that is free, simple, and confidential!

Eastern Sexual Health Clinic 620 North Caroline St. Baltimore, MD 21205 Tel: 410.396.9410 Mon & Tues: 8:30AM–5:00PM Thurs: 8:30–1:00PM Wed & Fri: Closed

Front

Single-sided color print Print postcards on cardstock paper or have them be professionally printed Distribute to schools, sexual health clinics, and at health fairs or after sexual health training Can be personalized to match the information of various clinics across the city

A sexual health check that is free, simple, and confidential!

CityLink

LM

LocalLink

56

Druid Sexual Health Clinic + Healthy Teens Young Adults (HTYA) 1515 W. North Ave Baltimore, MD 21217

CityLink

GD

LocalLink

85

Druid Clinic Tel: 410.396.0176

HTYA Tel: 410.396.0185

Mon: Closed Tues: Closed Wed: 8:30AM–5:00PM Thurs: Closed Fri: 8:30AM–5:00PM

Mon: 9:30AM–5:30PM Tues: 11:00AM–7:00PM Wed: 10:00AM–6:00PM Thurs: 11:00AM–7:00PM Fri: 9:00AM–5:00PM

STAY SEXY, STAY HEALTHY, GET CHECKED

STAY SEXY, STAY HEALTHY, GET CHECKED

#staysexystayhealthy

#staysexystayhealthy

For more info visit: www.knowwhatuwant.org

For more info visit: www.knowwhatuwant.org

Front

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3. STICKERS Reinforcing the message in a shareable way.

Stickers are a fun way to share the message. They act as giveaways that youth are eager to collect and use.

They can also be placed on condoms to remind youth and others that protective barriers are a way to stay protected from STIs. Components: Stickers: A fun way to share the message off-line.

The stickers include the tagline and the hashtag of the initiative. If youth want to take photos of the stickers and post on social media, they’ll be reminded to use the hashtag when linking the image online.

Implementation Recommendations •

•

• •

Include stickers on condoms that are handed out at events or baskets in the clinics or partner schools Offer stickers and condoms during trainings, in schools and at any events where UChoose is participating Regular stickers are sized at 3 1/2 x 3 1/2” Condom stickers are sized at 2 x 2”

Condom Stickers: While youth are waiting at clinics or attending events, BCHD can provide condoms with Stay Sexy Stay Healthy stickers.

STAY SEXY STAY HEALTHY GET CHECKED #staysexystayhealthy

Simple stickers with hashtag

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STAY SEXY STAY HEALTHY GET CHECKED

Condom stickers, size 2 x 2”

4. CONNECTING THE MESSAGE IN CLINICS Visualizing the journey through the end In order to show continuity throughout the testing journey, BCHD clinics can have posters or signage linking to Stay Sexy Stay Healthy campaign. We want to show that the journey does not end at the entrance of the clinic. These posters and stickers will help youth see the larger vision of the initiative by linking the message throughout the entire testing journey.

Components: Clinic Poster: Posters connect the messaging visual systems to spaces off-line by having the outside of the clinic and the welcome area share the same visual system. The clinic poster will also display the registration icon from the designs of the testing experience team.

Window Clings: Window clings can exist on the outside of the buildings, or on door and window spaces inside the clinic, to welcome youth.

Sexy, Healthy, Checked Sticker: This visual acknowledges youth who have completed their sexual health checks. This is a way for them to have a giveaway that can become a part of the testing experience and motivates more youth to get to the testing sites. The purple background means that the process has been completed.

Implementation Recommendations • Place clings on the windows or doors to denote that youth have arrived and welcome them to the clinic • Display clinic sign by the welcome area using the round, 16x16” poster • When displaying the clinic sign, include registration icon to show connectivity with the testing experience design guides • Give out purple sticker to patients when the sexual health check is completed • Stickers are sized at 3 1/2 x 3 1/2”

Registration Inside!

Welcome to EASTERN SEXUAL HEALTH CLINIC We’re glad you’re here!

Clinic Poster with Registration Icon

SEXY HEALTHY CHECKED #staysexystayhealthy

Sticker given out after sexual health check

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5. SEASONAL CAMPAIGNS Keeping up with the changes in seasons We learned that seasons are very influential in how youth engage in sexual activities. These seasonal posters capture how the changes in weather, and in partners, could be a motivator for getting a sexual check.

While the intent is to have the posters in a physical form, they can also be shared electronically through social media. Clinic addresses on the poster can be changed depending on where they are placed (i.e. clinics, schools, or other youth centers).

Before getting burnt up this summer, get a sexual health check.

Sexual health checks are free, simple, and confidential and protect the sexual health of you and your partners against sexually transmitted infections (STIs) like chlamydia and gonorrhea.

Implementation Recommendations • •

•

Place posters in clinics, schools, youth centers, and around the city Print posters on 11 x 17” paper and use color ink. Alternatively, prints can be larger for other environmental graphics (i.e. bus stops or clinic entrances) If posting online, make sure to include the #staysexystayhealthy hashtag with the seasonal hashtag

Don’t get tricked, get treated with a sexual health check!

Sexual health checks are free, simple, and confidential and protect the sexual health of you and your partners against sexually transmitted infections (STIs) like chlamydia and gonorrhea.

Druid Sexual Health Clinic

Eastern Sexual Health Clinic 620 North Caroline St.

1515 West North Ave.

Mon & Tues: 8:30AM–5:00PM Thurs: 8:30–1:00PM

Wed & Fri: 8:30AM–5:00PM 410.396.9410

410.396.9410

No appointment necessary.

No appointment necessary.

STAY SEXY STAY HEALTHY GET CHECKED

Summer

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For more information visit: www.knowwhatuwant.org

#swimsuitseason #staysexystayhealthy

STAY SEXY STAY HEALTHY GET CHECKED

Halloween (Fall)

For more information visit: www.knowwhatuwant.org

#trickortreat #staysexystayhealthy

Inspiration The idea to create smaller seasonal campaigns under the umbrella of the main Stay Sexy Stay Healthy campaign came directly from youth. When asked to draw up some quick ideas of messaging concepts, youth came up with ideas around “cuffing season” and “bikini season.”

During our research we talked with the nursing staff at Patterson High School, who said that they ask students to create posters to hang up at school during different holiday seasons to encourage youth to come to the school clinic and get tested at specific times in the year.

Before cuffing up this winter get a sexual health check.

Sexual health checks are free, simple, and confidential and protect the sexual health of you and your partners against sexually transmitted infections (STIs) like chlamydia and gonorrhea.

Youth Think:

“I like the cuffing season one because the “season” relates to youth in Baltimore.”

Roses are red, violets are blue, sexual health checks are healthy for you!

Sexual health checks are free, simple, and confidential and protect the sexual health of you and your partners against sexually transmitted infections (STIs) like chlamydia and gonorrhea.

Eastern Sexual Health Clinic

Druid Sexual Health Clinic

620 North Caroline St.

1515 West North Ave.

Mon & Tues: 8:30AM–5:00PM Thurs: 8:30–1:00PM

Wed & Fri: 8:30AM–5:00PM 410.396.9410

410.396.9410

No appointment necessary.

No appointment necessary.

STAY SEXY STAY HEALTHY GET CHECKED

Winter

For more information visit: www.knowwhatuwant.org

#cuffingseason #staysexystayhealthy

STAY SEXY STAY HEALTHY GET CHECKED

For more information visit: www.knowwhatuwant.org

#rosesarered #staysexystayhealthy

Valentine’s Day (Winter)

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5. SEASONAL CAMPAIGNS Keeping up with the changes in seasons The message of each seasonal campaign can exist on social media, as well as in print.

STAY STAYSEXY SEXY STAY STAYHEALTHY HEALTHY GET GETCHECKED CHECKED

Implementation Recommendations • Use a style and tagline appropriate to the season or holiday • Include further information on testing for chlamydia/gonorrhea, an appropriate seasonal hashtag (ex. #cuffingseason), the hashtag #staysexystayhealthy, and the website knowwhatyouwant.com in the description

STAY STAYSEXY SEXY STAY STAYHEALTHY HEALTHY GET GETCHECKED CHECKED

Before getting burnt up this summer, get a sexual health check.

Before cuffing up this winter, get a sexual health check.

Free, Free, simple, simple, and and confidential confidential

Free, Free, simple, simple, and and confidential confidential

Sexual Sexual health health checks checks protect protect the the sexual sexual health health of of you you and and your your partners partners against against STIs STIs #swimsuitseason like like chlamydia chlamydia and and gonorrhea. gonorrhea. #swimsuitseason

Instagram Post Example #1

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Sexual Sexual health health checks checks protect protect the the sexual sexual health health of of you you and and your your partners partners against against STIs STIs #cuffingseason like like chlamydia chlamydia and and gonorrhea. gonorrhea. #cuffingseason

Instagram Post Example #2

6. TRAINING VISUALS Showing connectivity in training materials The aim for this intervention is to link existing BCHD sexual health curriculum and trainings with the Stay Sexy Stay Healthy initiative. In order to promote this connectivity, the trainings should have the visual system of the initiative in all of their materials.

Implementation Recommendations •

•

Use the Stay Sexy Stay Healthy colors and design system when creating presentations, activity sheets, or awards Distribute postcards and stickers as giveaways at the end of training sessions

Training presentation for sexual health

Certificate of completion given to participants

MASTER OF SEXUAL HEALTH in honor of your sexual health knowledge, we present:

with this certificate.

Signature

Date

#staysexystayhealthy

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DESIGN STYLE GUIDE: LOGO We recommend the use of this simple logo to serve as a call to action for STI testing of youth and as the main message of the entire campaign.

Primary Logo:

Language Stay Sexy, Stay Healthy, Get Checked Primary Logo: The primary logo is stacked by each individual phrase and always left-aligned. “Stay Sexy” and “Stay Healthy” should be in red, while “Get Checked” should be in purple.

LeftAligned

Note: If the background color does not allow for the logo to stand out against the page enough (refer to Color: Rule 4), the logo can be “knocked out” or changed to all white, in order for the logo to be clearly visible on the material. This method should only be used in very rare circumstances.

Secondary Logo:

Secondary Logo: The secondary logo is used when the colors and message have been flipped for post-testing materials (refer to Color: Rule 3). In this instance, the logo would read “Sexy, Healthy, Checked.” It would be stacked similarly to the primary logo and left-alinged. “Sexy” and “Healthy” should be in red, while “Checked” should be in purple.

Tertiary Logo:

Tertiary Logo: In rare instances, the logo may need to be written horizontally, rather than stacked vertically (ie. postcards).

In this case, the logo can be written as one line of text.

Stay Sexy, Stay Healthy, Get Checked Note the inclusion of commas when written in one line.

This is done to separate each individual phrase. Color patterns should remain consistent with the primary logo.

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STAY SEXY STAY HEALTHY GET CHECKED STAY SEXY STAY HEALTHY GET CHECKED

SEXY HEALTHY CHECKED

STAY SEXY, STAY HEALTHY, GET CHECKED

DESIGN STYLE GUIDE: COLOR We recommend using the color palette suggested for the brand. Youth respond well to bright colors that stand out from the usual materials they receive, and like colors that feel fun and energetic.

Rules: 1. Text placed on top of blocks of red or purple should be white. When necessary, dark gray can be used for supplemental pieces of text on a yellow background (or when the background color does not provide enough contrast with white. See Rule 4 for guidelines on background color changes.)

2. For all materials that come before testing and provide information for youth on where to go and who to contact (stickers, postcards, posters, social media, etc.), the background of the material should be yellow with purple and red used for decorative elements and/or text.

3. For all materials that come after testing and celebrate the fact that youth were tested (post-testing stickers, certificate, etc.), the background color should switch to purple, with the red and yellow colors used for decorative elements and/or text.

Primary Colors:

#FDDF4D

#5A33FF

#FFFFFF

#333333

#3DBEB9

#107D9A

#282828

#F7B0E9

#FF4069

Text Colors:

Possible Alternate Background Colors:

4. Additional colors may be applied to the background only for seasonal or rotating campaign materials.

These colors should feel appropriate with both the primary color palette, as well as with the season in question.

5. When the background color is changed, at least one of the primary colors (yellow, red, or purple) must be used on the poster for decorative elements, pieces of text, and general accents.

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DESIGN STYLE GUIDE: TYPOGRAPHY We recommend a bold, primary font with a thinner secondary font.

• Primary: Arial Rounded Bold • Secondary: Helvetica Neue Font Family Rules: 1. Arial Rounded Bold should always be used for the Stay Sexy, Stay Healthy, Get Checked logo.

2. Arial Rounded Bold should be used for all main text for each materials including logos, quotes, greetings, website address, hashtags, questions, taglines, and prompts, and titles.

3. Helvetica Neue should only be used when providing contact details about the clinic spaces, including addresses, phone numbers, and hours. Using a different font for this information offsets it from the rest of the text used on the material, making it stand out.

4. The logo should always be written with all caps.

Additionally, greetings such as “Welcome to Eastern...” should be written in all caps.

5. Outside of those exceptions listed in Rule 4, all text should follow the standard rules of capitalization.

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Titles/ Greeting:

Primary:

Secondary:

STAY SEXY Getting a sexual health check is free, simple, and confidential!

620 North Caroline St. Baltimore, MD 21205

DESIGN STYLE GUIDE: DECORATIVE ELEMENTS Frame We recommend using a framing element on all materials, to maintain consistency across the brand.

This frame is meant to evoke confetti and a sense of celebration around positive sexual health.

The frame is made up of linear, curved, and circular elements. The pattern of these elements should remain consistent across each material type. The elements of the frame should be cut off by the edge of the material and leave a large open space in the center for text.

Elements:

Frame:

The elements will be red and purple when on a yellow background and yellow and red when on a purple background (refer to Color: Rules 2 and 3).

Quote Boxes We recommend using quote boxes to contain quotes from students about sexual health (ie postcards).

Additionally, these quote boxes can be used to contain clinic information and prompt questions on smaller format printed materials, such as the postcards. These quote boxes should be either purple or red in color with white text.

Emojis We recommend the use of emojis as part of the quotes from youth about sexual health. Emojis are commonly used by and familiar to youth, and drive home the message behind each of the quotes in a fun, quirky way.

Quote Boxes:

Emojis:

Possible Alternate Illustrations:

Additional Illustrations When creating the seasonal campaign posters , additional icons and illustrations can be created and applied to the original “frame� of the brand. These icons should be seasonally appropriate and fit in with the overall style of the brand.

When altering the frame, the circles should be removed, but the linear and curved elements remain. The new icons can be interspersed among these two original elements to create a new frame.

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DESIGN STYLE GUIDE: LANGUAGE We recommend using language that is encouraging to youth and normalizes the idea of getting tested. Making the language fun, welcoming, and encouraging will make youth more likely to want to respond to what they see and hear.

“Check”:

Sexual Health Check We recommend using the word “check” instead of “test,” to reduce the anxiety and stigma youth feel when they hear the word “test.”

STAY SEXY STAY HEALTHY GET CHECKED Getting a sexual health check is free, simple, and confidential!

We ask youth to “get checked” instead of tested, and also refer to testing as a “sexual health check.”

Sexual Health Clinic We recommend using the phrase “sexual health clinic” instead of “STD Clinic.” This language change reduces the stigma around STIs and appears more friendly and comprehensive to youth needs.

Youth Think:

“If you want to get rid of stigma you shouldn’t say STI clinic.”

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“Clinic”:

Eastern S Sexual Health Clinic

DESIGN STYLE GUIDE: ADDITIONAL CONTENT Hashtags We recommend using the hastag #staysexystayhealthy as the official hashtag of this campaign. This hashtag should be used for all social media posts and promoted on all print materials. When using the seasonal campaign, include seasonal hashtags.

Hashtag:

#staysexystayhealthy Seasonal Hashtags:

The hashtag should be written together as one phrase and should only ever be written using the primary or text colors.

Website We recommend using the www.knowwhatuwant.org web address as the main website for further information for this campaign. This website should be promoted on all print materials and applicable social media posts.

The website should be written using the text colors (white or gray) and should be proceeded by “For more info visit:” Note: If a website is ever created in the future focused on STI testing and using the “Stay Sexy, Stay Healthy” brand, this web address should be promoted across both print and digital platforms.

#staysexystayhealthy

#swimsuitseason #trickortreat #cuffingseason #rosesarered

Website:

For more info visit: www.knowwhatuwant.org

UChoose Logo:

#5F6062

UChoose Logo Add the UChoose logo to all Stay Sexy Stay Healthy materials, except for the stickers (condom stickers, pre-testing stickers, post-testing stickers). The brand gray color logo is the one that should be used.

Rules: 1. The logo should be applied to the bottom left on social media posts, postcards, clinic signage, and training materials.

2. The logo should be applied to the top right on (seasonal) posters.

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