Elephant in the Room campaign to tackle region's rocketing rates of sexually transmitted infections
A new campaign has been launched to help reduce rates of sexually transmitted infections (STIs) in the North East and North Cumbria by starting a conversation that many people find difficult to talk about - their sexual health.
Chlamydia remains the leading STI, making up over half of all new cases and two-thirds of diagnoses among young people. While gonorrhoea cases went down in some local authority areas in 2024, numbers are still much higher than before the COVID-19 pandemic.
The North East has the third highest rates of sexually transmitted infections in the UK, with London in first place and the North West in second.
Those aged between 15 and 24 accounted for 50 percent of all new STI diagnoses.
Many STIs don’t show signs or symptoms, but can still cause serious health problems. This means someone might have an infection without knowing it and could pass it on without realising.
The 'Elephant in the Room' campaign uses bold creative imagery and youth-focused digital content. Its message is simple: testing is normal, protection matters, and talking about sex shouldn’t be awkward.
The campaign encourages regular testing, using condoms during sex to protect against STIs, and signposts to free, confidential safe sex advice and support.
Dr Alexandra Kent, medical director, NHS North East and North Cumbria Integrated Care Board (ICB), said: "Sexual health is an important part of overall health, but many people still feel embarrassed talking about it.
"The elephant in the room campaign is about opening up conversations and helping young people see sexual health check-ups as just another normal part of taking care of themselves.
"Getting tested, using protection and asking questions are normal and responsible things to do, and, if you’re sexually active, regular testing helps protect both you and your partners.
"Sexual health services are completely confidential, with expert teams who are friendly, experienced and always respectful. Whether someone walks into a clinic, contacts them online or picks up the phone, they will be treated with understanding and care."
Lorraine Hughes, director of public health, Darlington Borough Council, and regional lead for sexual health, added: "STI rates among young people are a real concern across our region.
"By talking about sexual health openly, we hope many more young people will feel confident to get tested, access free condoms and use the support that’s available."
The elephant in the room campaign directs young people to a dedicated website with clear advice, trusted information and links to local sexual health services.