Case Study: How London Dungeon and Brook Tackled Sexual Health Stigma
In a session that resonated deeply with marketers looking to push boundaries, Daniel Collins (then Rocket, now at Pepper Studio) and Hannah Ferguson from Merlin Entertainments shared an award-winning campaign that demonstrated the power of social media when paired with bold creativity and strategic collaboration. The case study, aptly titled "London Dungeon x Brook: Don’t Go Back to the Dark Ages with Your Sexual Health," highlighted how an unlikely partnership between a historic tourist attraction and a sexual health charity could tackle serious issues with a mix of humour, education, and a dash of Victorian-era irreverence.
The Challenge: Breaking the Stigma Around Sexual Health
Sexual health remains a taboo topic, especially among young adults—a demographic that also happens to be a key audience for the London Dungeon. With alarming statistics showing a 26% increase in STIs among 15 to 24-year-olds in the UK, and a 23% rise in gonorrhoea cases year-on-year, the challenge was clear: how do you get this audience to engage with a topic they often avoid?
The answer lay in merging the London Dungeon’s dark, edgy brand with the educational expertise of Brook, a UK-wide sexual health charity. The goal was to break the stigma around sexual health and encourage young people to get tested, using a campaign that was as entertaining as it was informative.
Strategy and Execution: Tailoring Content for Maximum Impact
The campaign, titled "Screaming for Screening," leveraged the London Dungeon’s unique brand voice—a mix of historical context and dark humour—to create a series of engaging and educational content pieces. Daniel and Hannah explained that one of the keys to the campaign’s success was understanding the nuances of each social media platform and tailoring content accordingly.
Facebook and Meta: Long-form sketches were posted to engage a slightly older audience, with content that could sustain interest over a longer viewing time.
Instagram: A mix of Instagram Stories, quizzes, Q&A sessions, and carousels was used to create interactive experiences that aligned with the platform’s strengths in visual content and short-form engagement.
Twitter: This platform’s more reactionary nature was utilised for polls, Twitter mentions, and quick, witty commentary, driving real-time conversations.
TikTok: Perhaps the most significant impact came from TikTok, where short, snappy videos allowed for trend-based, reactive content. The platform’s format enabled the campaign to reach a younger, Gen Z audience effectively, growing their TikTok following from zero to 80,000 in just three months.
Engaging the Audience: Community Management and Reactive Content
A standout element of the campaign was its focus on community engagement. Rather than simply pushing content out, the team at Rocket and London Dungeon actively engaged with their audience, responding to comments, and encouraging participation. This two-way interaction not only boosted the campaign’s organic reach but also fostered a sense of community and trust among viewers.
The use of inclusive language, such as addressing "villagers with vaginas" and "peasants with penises," was highlighted as a particularly effective way to resonate with the audience, demonstrating an understanding and respect for diverse identities, which further strengthened the campaign's impact.
The Importance of the Right Partnerships
A crucial factor in the campaign’s success was the choice of partner. Brook’s expertise in sexual health education was the perfect complement to the London Dungeon’s brand, allowing the campaign to be both accurate and appropriately edgy. As Hannah pointed out, selecting a partner who could bring something different to the table—skills that the in-house team didn’t possess—was vital.
Results: Organic Growth and Positive Sentiment
The campaign was a resounding success, achieving all its goals without any paid media support:
4.5k organic social comments: Demonstrating high engagement and interaction from the audience.
Over 1 million organic video views: A testament to the content’s relevance and appeal.
400k+ likes across platforms: Reflecting the positive reception and widespread reach of the campaign.
186% increase in website sessions year-on-year: Showing that the campaign drove significant traffic to the London Dungeon’s site.
Tiktok Growth: The channel saw an unprecedented increase in followers, cementing its place as a key platform for the London Dungeon.
The campaign also had a lasting impact, with comments such as "I learned more about sexual health from the Dungeon than I did in school" underscoring the educational value delivered through entertainment.
Key Takeaways for Marketers
Authenticity is Non-Negotiable: The campaign’s success was rooted in its authentic voice, tailored to the strengths of each platform.
Understand Your Audience and Platform: Tailoring content to suit the platform and audience maximised engagement and impact.
Community Engagement is Key: Two-way communication with the audience helped build trust and drive organic growth.
Reactive Content Works: Being agile and responsive to trends allowed the campaign to stay relevant and engaging.
The Right Partnerships Amplify Success: Collaborating with a partner who brings complementary strengths can elevate a campaign and ensure its success.
This case study serves as an inspiring example of how brands can tackle challenging topics with creativity and strategic thinking, turning a potentially uncomfortable subject into an engaging and impactful campaign..
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