Superdrug launches high-street Sexual Health Advice Service in Liverpool in partnership with Brook

Leading healthcare retailer Superdrug has launched the high street’s first sexual health advice service in Liverpool, addressing the city’s status as having the highest STI rates outside of London.

In partnership with sexual health charity Brook in Liverpool, this groundbreaking service aims to provide accessible and confidential sexual health advice during Sexual Health Week (9 – 15 September).

With embarrassment being one of the biggest barriers to accessing sexual healthcare services, this pilot scheme will give people the opportunity to discuss any concerns they may have with Brook experts, in an easily accessible, convenient and confidential way.

Superdrug’s Chief Commercial Officer, Simon Comins said:

“Unfortunately, sexual health is still a taboo topic, with our research revealing that embarrassment is a driving factor. Here at Superdrug, we’re committed to supporting the healthcare needs of our customers and sexual health is no different.

“We hope our pilot sexual health advice service in Liverpool will go some way in breaking down these barriers and help people access the expert advice and support they may need, regarding their sexual health.”

Rebecca Shutt, Brook’s Assistant Director of Education and Wellbeing, said:

“We know that stigma is one of the biggest barriers to people accessing sexual health services. If people feel too awkward or ashamed to talk about their sexual health, then they won’t have the confidence to seek support when they need it. At Brook, we try to tackle these taboos head on by normalising conversations about sexual health.

“We hope that by having Brook specialists on hand in Superdrug stores offering advice and guidance, we can empower people to communicate openly about their bodies and ultimately take ownership of their wellbeing.”

Sexual Health - stock image - Shutterstock — Sexual Health – stock image – Shutterstock

The launch of the Superdrug x Brook pilot high street sexual health advice service is part of Superdrug’s wider sexual health literacy campaign, ‘Reclaim the Name’ to help people take ownership of their bodies and advocate for their own sexual health and wellbeing.

Superdrug’s campaign has been launched in response to new research which reveals that more than a quarter of Brits (29%) weren’t taught the word vulva when growing up and 78% of women admit to using the word vagina, when they mean vulva.

Unsurprisingly, slang terms for genitalia are the preferred option, with two thirds (66%) of 18-24 years believing that the words vulva, vagina and penis are ‘too’ medical, preferring to use dick (86%) and pussy (49%) instead.

Superdrug’s ‘Reclaim the Name’ campaign highlights the importance of being specific and accurate when describing our bodies and the importance of understanding the correct anatomical terms for body parts, for example, a painful vagina is very different to a painful vulva.

This sexual health literacy knowledge allows for more accurate communication with healthcare providers and helps to normalise conversations around sexual health, wellbeing and pleasure.