The NHS North East and North Cumbria Integrated Care Board (ICB), working in partnership with 13 local authorities, UK Health Security Agency (UKHSA) and the Office for Health Improvement and Disparities (OHID), has developed a new regional sexual health campaign for young people aged 15–24 – The Elephant in the Room.
The campaign has been shaped by extensive engagement with young people, alongside clinical review and assurance through the regional sexual health network.
Final creative concepts, messaging and assets have now been approved and endorsed by all regional Directors of Public Health. The Elephant in the Room campaign aims to provide young people with clear, credible and engaging information about sexually transmitted infections (STIs), safer sex, and access to FREE, confidential sexual health advice and services.
Why does this matter?
The North East continues to experience some of the highest rates of STIs in England. Young people aged 15–24 account for around half of all new diagnoses. Chlamydia remains the most commonly diagnosed STI in this age group, while gonorrhoea rates remain substantially higher than pre-pandemic levels. Evidence tells us that stigma, embarrassment, lack of knowledge, confidentiality concerns and difficulties accessing services can prevent young people from seeking help.
The Elephant in the Room aims to address these barriers by:
- Normalising conversations about sexual health.
- Challenging myths and misinformation.
- Promoting condom use and testing.
- Signposting to local, confidential services Who is the campaign for? The campaign targets young people aged 15–24.
It aims to:
- Raise awareness of STIs and prevention.
- Promote FREE, confidential sexual health services.
- Reduce stigma and shame
- Support safer sexual health behaviours.
- Contribute to reducing sexual health inequalities across the region.
Campaign creative and assets
The campaign will be supported by paid for advertising, including YouTube, TikTok, Instagram, Digital audio and transport advertising.
In addition, approved creative and messaging has also been developed into a comprehensive suite of assets, including:
- Social media visuals
- A web landing page with sexual health information and service signposting- www.elephant-in-the-room.co.uk
- Short-form videos featuring sexual health staff, young people and target group influencers
- Posters and digital screen content
All assets will be provided via a regional campaign toolkit, ensuring consistent use while allowing for local adaptation.
The toolkit is expected to be available from w/c 23 February:
Sexual health – The elephant in the room | North East and North Cumbria NHS
The role of secondary/high schools
Insight from young people tells us suggested local placements include:
- Toilet and changing room posters
- Digital screens
- Youth venues and events
- Sports and leisure facilities
- Websites and partner social channels
We are asking secondary/high schools to support the campaign by:
- Downloading ‘The Elephant in the Room’ campaign digital toolkit (when available).
- Share and amplify campaign content through your channels.
- Supporting local activation in schools, such as posters in toilets or changing rooms, or digital screens.
NOTE: We can supply printed posters for your school. Please let us know the poster size and quantity you need, along with school address by 13th March 2026, by emailing: Zoe.Johnstone@northumberland.gov.uk
If you would like to hear more about the campaign, or have any questions, you can book a place in a regional webinar. There are two dates available:
Thursday 26 February 12:30 – 1:30pm – https://www.eventbrite.com/e/elephant-in-the-room-campaign-webinar-tickets-1982864738811?aff=oddtdtcreator
Thursday 5 March 12:30 – 1:30pm – https://www.eventbrite.com/e/elephant-in-the-room-campaign-webinar-2-tickets-1982865859162?aff=oddtdtcreator
