Embargoed for 00.01, 8 January 2009

NEW CAMPAIGN MAKES

CHLAMYDIA WORTH TALKING ABOUT

A new advertising campaign launches todayto promote more openconversations about chlamydia screening and encourage under-25 year oldsto say “yes” to the test.

Many people don’t realise that testing and treatment for chlamydia infection are both easy and painless. The TV, radio, print and digital campaign will highlight that chlamydia is often asymptomatic and as a result a large number of cases remain undiagnosed. In women, this can lead to infertility, ectopic pregnancies and chronic pelvic pain. In men, it can lead to uncomfortable conditions such as urethritis and epididymitis.

Chlamydia. Worth Talking Aboutfollows Contraception. Worth Talking About campaign[1], launched in November by the Department of Health and the Department for Children, Schools and Families. ‘Chlamydia. Worth Talking About’aims to bring together conversations on chlamydia, STIs and condoms and supports the National Chlamydia Screening Programme.

Research[2] shows that healthcare professionals are often reluctant to initiate conversations with young people on the subject of chlamydia screening outside of a sexual health discussion. Some have claimed to specifically avoid conversations about sex and sexual health as they are worried they may appear to be making assumptions about a patient or frighten them away.

The good news is that young people want to be offered a test[3]. Being approached face-to-face and in the right environment was thought to increase the likelihood of uptake by the target audience.Young peoplehave even offered some adviceon how healthcare professionals and youth workers should offer them a test:

  • Use the word ‘test’ not ‘screen’
  • Explain that peoplecan easily self-test
  • Be clear that screening is painless,[4]simple and chlamydia is easy to treat
  • It’s available for free on the NHS

The National Chlamydia Screening Programme is calling on healthcare professionals and trained youth workers to routinely offer a chlamydia test to all sexually active under-25 year olds.

Gillian Merron, Public Health Minister, said:

“Chlamydia is a silent infection that can have serious consequences. Young people sometimes feel too embarrassed to ask for the test and we're calling on GPs to break down that stigma. Research has shown that if young people are offered the test by their doctor, they are likely to accept it.
“The Government’s Chlamydia. Worth Talking About campaign is designed to help make conversations about sexual health, relationships, contraceptive choice and protection against STIs normal.”

Dawn Primarolo, Children’s Minister said:

“We know that young people want to be offered a test. They say that friendly and helpful staff are the key ingredients of a service they would trust. The onus is now on professionals to meet this latent demand for chlamydia screening.”

Unlike traditional advertising features, theChlamydia. Worth Talking About campaign will show snippets of ‘chlamydia conversations’ in speech bubbles in a variety of everyday scenarios, such as in a park, at a GPs or in a cafe.

To learn more about the campaign and for regular updates, please visit:

-Ends-

Notes to Editors

  • Chlamydia. Worth Talking Aboutfollows Contraception. Worth Talking About campaign[5], launched in November by the Department of Health and the Department for Children, Schools and Families. It supports theNational Chlamydia Screening Programme.
  • Under 25 year oldsare most affected by chlamydia (approximately one in 14 tested by the NCSP in 08/09 was found to test positive for chlamydia).
  • The National Chlamydia Screening Programme (NCSP) is a control and prevention programme targeted at sexually active young people under 25 years old. Through the early detection and treatment of asymptomatic infection the programme aims to reduce onward transmission to sexual partners and prevent the consequences of untreated infection.

[1]The first phase of the campaign, Contraception. Worth Talking About was launched inNovember and aimed to increase young people’s awareness of the different types of contraception and remind them that they won't be protected against STIs unless they use a condom.

[2]Define Research & Insight Ltd, February 2009

[3]Define Chlamydia Screening and Sexual Health Marketing – Young People

[4]Men can simply pee in a pot and women are given a swab

[5]The first phase of the campaign, Contraception. Worth Talking About was launched inNovember and aimed to increase young people’s awareness of the different types of contraception and remind them that they won't be protected against STIs unless they use a condom.