He reveals to us the behind-the-scenes of the sexual health communication campaigns, in a context where budget cuts and stigma make the topic particularly difficult to address.
Sexual health, a matter of public interest
Public Health France underscores « the importance of dialogue and information » on sexual health. A finding widely shared by the Sexual Health Agency (ASS) of Raphaël Greget, a 360° communications agency that develops comprehensive strategies, tools (print, digital) and training (harassment, sexual health, VSS) for businesses and associations.
After working with centers like the coReSS (formerly coREVIH), specialized in sexual health, Raphaël measures the scale of requests and needs in the field. With his partner, Amandine, he decides to launch the agency to address this issue. Eager to approach the topic with in-depth knowledge, Raphaël even completed university training.
« I completed a university diploma in sexual education counseling with Amandine to train myself and legitimize myself in this new role. It gave me a lot of knowledge on the subject. Even though we talk about sexual health on a daily basis, there are always concepts we miss. When we understand the subjects better, we can communicate about them better », says the agency director.
There are still many challenges regarding the management of sexual health in France. Raphaël highlights the violence and stigmatization suffered by people whose sexuality differs from the heterosexual norm.
« There is still a lot of homophobia: if one practices anal sex, it can be seen negatively, we are poorly received and get poor care, even if only one is involved. There is also the rejection of seropositive people, gynecological violence. There needs to be more inclusion and kindness at this level », comments Raphaël Greget.
National sexual health campaigns are often poorly executed
The government-led campaigns on sexual health are often perceived as clumsy. For example, the campaign “In the face of intolerance, it’s up to us to make a difference” against LGBTQ+ discrimination was poorly received by the community.
« Certain campaigns claim to be inclusive, but they invisibilize the person concerned in favor of those who welcome them. The message needs to be revised; we can do better », comments Raphaël.
These campaigns, often designed by non-queer people, fail to grasp the realities of discrimination faced by the LGBTQ+ community. Raphaël adds: « Government campaigns are rare and often stigmatizing. If we talk about HIV, people think it’s over. No, it isn’t over; there are still infections. Campaigns that play on fear don’t work ».
Many social media accounts attempt to open up conversations around gender-based and sexual violence, sexual health, and the related topics. In the face of hateful responses that reveal a lack of understanding of topics related to sexual health, Raphaël and his team commit to creating campaigns that are “inclusive, creative and engaged.”
Communicating by and for those affected
The agency’s campaigns must « speak to everyone ». For this, Raphaël emphasizes the importance of including the views of the people concerned: « we must communicate with them, we mobilize our networks of friends or clients to discuss, and this also involves sending questionnaires».
The agency works hand in hand with associations and its clients. « We test messages, we work with a sexual health center specialized for LGBT and TDS populations in Lyon », he illustrates. By stepping away from standardized codes of classic campaigns, the agency offers original alternatives, with a clear objective: to convey the message in the best possible way.
« It’s really important to me; we can convey messages, but the essential is to include the people concerned, otherwise we will reproduce the mistakes of other campaigns. If we do a campaign about the HIV, we must consult seropositive people not to say anything reckless. We must neither miss the message nor offend the people concerned».
Some examples of sexual health campaigns
In five years, the sexual health agency has developed several projects, including a documentary on sex workers (TDS). In collaboration with AIDES Alsace, the Apéripute collective, the Copil TDS and the CoReSS Grand Est, the agency develops this one-hour film. Interviews, editing, screening: it handles everything to try to produce the most exhaustive documentary possible on the subject.
« There are several aspects of TDS, street-based, coerced, chosen, escorting, cams; it’s quite varied in profiles. It is not available online at the request of the people interviewed but several screenings are planned », explains Raphaël.
Other projects in collaboration with associations or public partners enjoy high visibility. For example, an agency communication campaign was carried out with the CoReSS grand Est on consent. In all the region’s universities, condoms, badges and bookmarks stamped « Oh Yes, consent can be heard » are already distributed during awareness days. Raphaël hopes for feedback on the campaign for the September back-to-school period.
What reception for these communication campaigns?
How to measure the impact of communication campaigns? It’s not simple, and yet it is precisely the objective: to change mindsets and behaviors and ensure that the public has understood the message.
RG : « There are simple things to measure, such as engagement, the number of clicks and analytics data on digital campaigns. For example, we launched a home-delivery HIV self-test campaign, we can simply monitor the number of orders and views.
As for changes in behavior, it’s more difficult. We try to see if there are more visits to centers after a communication campaign, but it’s really hard to collect the data.
Often, it’s our circle of friends that helps us see if a campaign is working. “Hey, I learned something, I didn’t know this,” then we feel it’s working.
Sexual health, a victim of budget cuts
Despite their usefulness, sexual health communication projects are among the first victims of budget cuts. The agency must adapt to limited budgets and face a growing need for awareness. « Communication will be the first to go, and that’s completely understandable. It’s like that everywhere, but especially in s sexual health since the field is prioritized », says Raphaël Greget.
More missions, less budget, and a growing need to address sexual health issues. Consequences: stakeholders must prioritize certain subjects at the expense of others, all of which are equally important. On-the-ground actions are favored, notably screenings, interventions in schools, and support.
Securing the next generation: the importance of LGBTQ+ representation
He is also aware of his own privileges as a cisgender white man, which has made his journey less difficult than for other members of the community.
Whether for talking about sexual health or for creating new projects, LGBTQ+ people have an essential role to play in freeing up speech for minorities in the public sphere.
Sophie Brennan