LoveGUM: Future-Proofing the UK’s Sexual Health Workforce

Client: British Association for Sexual Health and HIV (BASHH)

The LoveGUM campaign was a groundbreaking initiative designed to tackle the alarming decline in doctors choosing Genitourinary Medicine (GUM) as a specialty. With only 16.3% of GUM training posts filled in 2023 - amidst soaring STI rates and growing healthcare demands - urgent action was needed to rebuild the sexual health and HIV workforce pipeline.

Commissioned by the British Association for Sexual Health and HIV (BASHH), the campaign aimed to educate, inspire, and engage junior doctors and medical trainees by dispelling myths, highlighting career benefits, and showcasing the specialty’s impact. A multi-channel approach combined research-led insights, compelling storytelling, and strategic digital outreach. The campaign featured: • A vibrant brand identity and dedicated microsite housing expert-led resources. • Influencer and ambassador partnerships amplifying real-life experiences. • Targeted social media and paid campaigns, achieving 1.8M impressions and 21K+ microsite clicks. • Widespread media coverage, with 61 articles reaching 184M+. • Engagement with key sexual health and HIV stakeholders and healthcare organisations, including NHS Trusts and leading universities. The campaign exceeded expectations, with recruitment rates improving significantly – applications are projected to more than double from 2022 to 2025. LoveGUM not only reversed a worrying trend but laid the groundwork for sustained engagement, ensuring a future-proofed, expert-led sexual health workforce.