Red Knob is a concept that aims to provide health information, particularly to young men, in an innovative and accessible way that combines health messages with popular cultural media. Most of the resources that deliver health information to young men are provided by statutory or voluntary agencies that due to their very nature as ‘official’ bodies are unable to deliver health material in the way Red Knob can.

The content of the resources produced by Red Knob has been deliberately designed to include irreverent humour, expletives and idioms, and in some cases images that some people may find offensive, but which are relevant to the young people the resources are aimed at. Red Knob resources are of particular use for work with young men around sexual health issues, including sexually transmitted infections and teenage pregnancy concerns; work around substance use, and work with young men around mental health issues.


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Some people may find the concept of the Red Knob an anathema to work they feel should remain in the province of statutory agencies, that there is a conflict of interest in the provision of resources by a Limited Company; that this really isn’t the way to deliver health information. You only have to take a look around you on any high street to see young men buying into ‘fashionable’ logos, surf, skate and sportswear. Symbolism is everywhere; so is the humour and the creativity of young men, yet statutory agencies are inhibited and unable to fully realise the delivery of work and resources based on the reality of young men’s language and culture, for fear of causing offence to a public that they are funded by, and the officials and bureaucracy that employs them. And even if they were able to produce them, young men would not buy into them. The logos of NHS and Youth Service for example do not emblazon a T-shirt with quite the same effect as Quiksilver, Etnies, or Ripcurl.

It’s about creating a brand that young men can identify with, that’s cool to wear or be seen with. It’s about making health hip! It’s about making information accessible in a way that’s acceptable and relevant to the cultures young men inhabit. Unfortunately only commercial brands or alternative cultural expressions that have evolved independently through dance, punk, skateboard, rap or other music subcultures and lifestyles, seem to be able to do this. The Health Service and other official agencies cannot. They are ‘official’. We’ll say it again - young men won’t buy into it. To quote Richard Marlink, Executive Director of the Harvard AIDS Institute
'We must deal with the sexual realities of today's young people or risk losing them,' 'we must incorporate into our public health efforts the marketing strategies that have been effective with youth.'
In other countries, joint private and public sector initiatives to create and implement effective strategies for promoting sexual safety amongst young people have been explored. In the UK we can find little evidence of this. There is huge scope for delivering a variety of health messages to young people, if we acknowledge and are prepared to use popular media and entertainment as communications tools. Hence the Red Knob.

We believe that there is a place for resources, clothing, games etc that deliver a health message based on cultural idioms, and that these can complement existing work and resources produced by statutory agencies.

We’re quite happy to accept that our material will not appeal to all young men or the people that work with them (even if the young men are enthusiastic about it and the professionals aren’t. Is it about following an ethical doctrine – or about providing information in the most accessible way?). It really is a case of horses for courses. This is one course that has not been tried. If we succeed in getting health messages across to a constituency of young men that otherwise would not access health information, then that’s great, it’s a success. If not, well it’s only our money that we’ve wasted…

'...the Government recognises the importance of educating young people about sexual health issues, and therefore welcomes publications, such as The Red Knob, that do so in a clear and accessible manner.'
Department of Health


Red Knob resources were piloted and developed with young men in London and Worcestershire.

Red Knob Ltd is an independent educational resources provider.
Company Registration No: 5308942