The Danish Health Authority is launching a new campaign to raise awareness about sexually transmitted infections (STIs) and promote safe sexual practices among adults. The campaign specifically targets individuals over 35, aiming to remind them that STIs can affect people of all ages.

The initiative seeks to address a gap in previous STI prevention efforts, which have primarily focused on younger demographics. While young people are disproportionately affected by STIs, data indicates a slight increase in infections among older adults in recent years.

The campaign aims to reach adults through nostalgic and relatable messaging. One example is the use of a retro-style personal ad, reminiscent of those found in newspapers, to capture attention and encourage engagement with the campaign’s message.

The campaign will run for two weeks on social media platforms and the dating app Tinder. The Danish Health Authority advises individuals to consistently use condoms, get tested regularly for STIs, and inform their sexual partners if they test positive.