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The “Easy As” Tour

NSW Health

NSW Health HIV Testing Week

Brand and Communications

The Brief

Following the success of NSW Health’s inaugural Test Week last year (you might remember our giant ‘brackets’ in Taylor Square) we were asked to create a concept for 2015 to; generate interest and discussion around HIV testing via social media and in local communities, promote the ease and speed of testing for HIV and remind people to get tested twice a year.

The Idea

In response, we created the EASY AS Tour. The concept uses music as a platform to employ the visual and verbal feel of a music tour to promote awareness to end HIV.

While music itself is universal in appeal, ensuring broad public interest, it also taps into the campaign’s target demographics’ values.

The idea presented endless creative opportunities to raise awareness and spread the message in multiple locations via; live performances, DJs, karaoke, guitar hero competitions, music trivia, tour posters, VIP Passes, Spotify playlists, roadies and groupies, backstage areas and an online tour diary.

Stars including Paulini, Kate DeAraugo, and Emily Williams joined the tour and visited seven locations over seven days around NSW between Newcastle and Wollongong from Saturday May 30 to Sunday June 7.

The Execution

The design of the campaign is vibrant, energetic and colourful, and was applied to everything from t-shirts to trucks for the tour.

Test Week is a true demonstration of dedication to address an important public health issue using a brand idea to communicate a very important message via a living and breathing activation.

 

 

"This year we wanted to take HIV Testing Week on the road to reach a broader audience. Music is such a universal medium for bringing people together and we saw a lot of creative potential in a music tour with a message. This is an event that engages people in a really entertaining way and leaves them with a vitally important message."
Ant Donovan - Group Creative Director