Many of us turn to social media to educate ourselves about health issues, but for certain health conditions (and particularly for intimate or sexual health), this can be harder than you might think. Finding accurate information can be tricky, but even accessing information at all can be tough due to censorship by social media platforms, in the form of rejecting adverts, account blocking, or shadow banning – the restriction of an account’s content visibility without explicitly informing them.
WHY SEXUAL HEALTH CONTENT GETS CENSORED ON SOCIAL MEDIA
Recent research carried out for Essity, in collaboration with CensHERship and the Period Equity Alliance, found that social media platforms sometimes flag medically accurate intimate health content as inappropriate. Instagram and Facebook, for example, have removed, restricted, decategorised or hidden users’ posts around women’s menstrual and sexual health, deeming it as adult content despite use of anatomical terms.
The same research identified that three quarters of people aged 18-34 use social media to educate themselves about male and female health. However, many find it difficult to find what they need and 33% of those aged 18-24 and 22% of 25–34-year-olds are convinced content related to women’s health can often be restricted or hidden on social media.
HOW BRANDS CAN LEVERAGE SOCIAL MEDIA POLICIES TO THEIR ADVANTAGE
Tommee Tippee took advantage of the prospect of a ban to promote its new breastfeeding products. The company’s #TheBoobLife campaign was designed to demystify and break down the stigma attached to breastfeeding. As anticipated, the campaign adverts were rejected by Facebook for showing “nudity” and from pre-watershed viewing by advertising bodies because of ‘excessive visible skin’. The company subsequently lobbied Facebook to remove its ban on showing breastfeeding.
As a result of publicity surrounding the ban, the campaign brought a 400% increase in engagement on the brand’s social media. It also made a lot of noise in the press and earned the brand 150 organic media mentions.
At the time, a Facebook spokesperson responded to say: “We allow all posts of breastfeeding on Facebook and Instagram, but we do not allow adverts showing visible nipples. Ads are governed by a stricter set of policies because they receive paid distribution to appear in people’s feeds, and that’s why these were removed.”
USING SOCIAL MEDIA TO EDUCATE PEOPLE ON SEXUAL AND INTIMATE HEALTH ISSUES
However, despite the risk of censorship, social media can be a powerful way to educate people on sexual and intimate health issues. A scientific literature review of 51 publications on the use of social media to share sexual health information found that it may be an effective means of communication, especially for certain topics, such as increasing condom use and testing for sexually transmitted diseases. Studies have also shown encouraging results on sexual health communication via social media improving attitudes and behaviours.
Social media is a convenient, comfortable place to find health information. Since many people feel embarrassed or uncomfortable talking about sexual and intimate health, social media is also an easily accessible, private space in which to do so.
Although social media is a good channel for finding and sharing health information, it is not without risks. Unfortunately, due to its reliance on user-generated content, some social media content can be inaccurate and misleading, with some people using it to promote detrimental, unproven or even dangerous products to treat sexual dysfunction, for example.
NAVIGATING THE CENSORSHIP ENVIRONMENT: BEST PRACTICES FOR HEALTH BRANDS
Talking effectively about sexual and intimate health on social media can be achieved by partnering with a healthcare PR and Comms agency that can translate complex medical information into simple, clear language. Any information provided should be accurate and referenced to credible sources to build trust in the message, and visual aids should be developed being mindful of the possible range of cultures and sensitivities of a vast online audience
But what strategies can healthcare PR agencies use to effectively get a brand’s sexual and intimate health messages heard across social media?
1. UNDERSTAND PLATFORMS’ GUIDELINES
First, the agency will need to review the chosen platform’s guidelines regarding sexual content. Some platforms are more lenient than others.
To overcome potential censorship issues, less explicit visuals and words can be used to avoid triggers. Some social media influencers, for example, have found that their content visibility is particularly limited if they use words like ‘period’ instead of euphemisms like ‘time of the month’. However, whether to use euphemisms on social media is a nuanced decision. While they can help us talk about sensitive topics, they can also be misleading or contribute to a lack of clarity.
PR agencies and brands need to work collaboratively to identify a clear way to communicate medically accurate, and age-appropriate information in a language that fits with the social network’s style and policy.
At SAY, we look to make the content easy for our audience to understand by avoiding jargon or technical terms. Similarly, we recommend focusing on education and destigmatisation rather than sensationalism, framing sexual health as part of overall well-being.
A great example is the “Reclaim the Name” campaign from the sexual health charity Brook for Sexual Health Week. Brook took over Superdrug’s Instagram to promote the campaign which aimed to remove the stigma around talking about intimate body parts by using the correct terms and therefore normalising conversations about sexual health, pleasure, and bodily autonomy.
2. MAKE HEALTH CONVERSATIONS HUMAN
Social media stories work best when they are framed around relatable patient experiences, perhaps backed up by expert commentary, and have emotional impact or broader societal relevance. They need to feel human and empathetic. Incorporating humour could also be appropriate to make the topic less intimidating.
3. CREATE INCLUSIVE AND RESPECTFUL HEALTH MESSAGING
It’s important also to be mindful of your audience. We consider the age, demographics, and cultural background of the people you want to reach. What might be appropriate for one group could be offensive or inappropriate for another.
While we acknowledge that sexual and intimate health is a sensitive topic for many people, the benefits of using social media to educate and inform on these topics are worth the risks.
As sexual and intimate health communications experts, we at SAY Communications can work with you to build your brand’s PR and marketing strategies and campaigns. Get in touch with our team at hello@saycomms.co.uk to learn more.
For more insights, send us an email to sign up to the pharma and healthcare edition of our newsletter VitalSigns.
