Baseline
In 2024, LOVE LIFE ran the campaign “Ready! Do your Safer Sex Check” targeting the broad sexually active population. In 2025, LOVE LIFE enters a transition year. The focus shifts to teenagers and young adults. This year is used to test and adjust existing and new communication measures to see how effective and efficient they are for this new target group.
The main goal is to motivate young people to become aware of their personal risks and to protect themselves from sexually transmitted infections (STIs). The Safer Sex Check on www.lovelife.ch provides personal protection and testing recommendations. On a quantitative level, the objective is to increase the number of young people who complete the Safer Sex Check.
Solution
To directly activate the target group, a “hype machine” is launched. Users can create their own personalized URL for the Safer Sex Check and share it with their friends. There are 12 standard URLs, each combined with an individual name. An AI-based check ensures that no inappropriate or offensive names are used. With smart redirects, the Safer Sex Check spreads organically within the peer group and gains strong shareability value. Well-known content creators support the campaign in all language regions: In the German-speaking part of Switzerland, the Content Creator produces two videos: one showing how to create and send the link, and another showing what happens when someone receives the URL.
In the French-speaking part, the content creator creates one combined video covering all steps. In the Italian-speaking part, also produces one combined video explaining the full journey. The creator strategy is further expanded by systematically testing different hooks, call-to-action placements, and serial content formats. Meta is used as the main performance driver, as it delivers significantly better efficiency results (CPC and CTR). At the same time, paid and owned channels remain strategically connected. Paid media clearly drives traffic peaks on owned channels and increases completed Safer Sex Checks.
Result
The personalized URLs create high shareability within the target group. The Safer Sex Check spreads organically through peer-to-peer sharing and becomes more relevant in young people’s social circles.
Creator content generates strong reach and high engagement rates. Performance optimization via Meta increases efficiency. The strong connection between paid and owned media leads to measurable traffic peaks and more completed Safer Sex Checks.
In 2025, LOVE LIFE builds a solid testing foundation to further develop and strengthen its long-term impact among teenagers and young adults.
Do you have any questions? Would you like to learn more about our expertise? e-mail
