By The Denver Egotist / /
Just like playing the market, playing the field comes with risk. That’s the creative spark behind a new stock market-inspired platform from FCB/SIX for sexual wellness brand LifeStyles. The project, called “Publicly Traded,” uses real-time Australian search activity around sexually transmitted infections (STIs) to generate “stock” chart visualizations — which drive dynamic online pricing for its products, making condoms more affordable when transmission is on the rise.
Launching in the Australian market, the new “STI Index” is determined by Google Search data around six key sexually transmitted infections: Chlamydia, HIV, syphilis, herpes, gonorrhea and HPV. The platform is driven by three real-time Australian search behaviors: STI names (e.g., searching “herpes”), symptoms (e.g., searching “painful urination”), and by geographic region (where those searches are happening).
The search information is presented on PubliclyTraded.com.au as data visualizations that resemble stock market charts —providing an at-a-glance look at which STIs might be on the rise (or decline), then combining all six into a single metric called the STI Index. The index drives dynamic inverse pricing for 30-packs of LifeStyles condoms: The higher the index in a particular region, the lower the price. However, the price will never exceed the product MSRP.
The campaign was developed by the New York office of FCB/SIX, a global creative data agency renowned for data-inspired creative campaigns including PFLAG’s “Destination Pride,” BMW’s “Live Unscripted,” and Black & Abroad’s “Go Back to Africa” — which won the 2019 Cannes Lions Creative Data Grand Prix.