7 of 8 projects
Ending HIV
I'm On
ACON
The overarching ENDING HIV campaign launched with the ‘I’M IN’ campaign was followed by a series of strategically crafted campaigns that talked to its overall objective of ending HIV transmissions in NSW by 2020. I’M ON [Stay Safe], Test More [Easy As], Undetectable and I’m Ending HIV 2.0 [Test Often] campaign iterations followed. Evaluation results for ‘I’M ON - [Stay Safe]’ showed an exceptional 70% recall of the campaign and a significant, positive shift in behavioural responses across all metrics.
CHANGING PEOPLE’S ATTITUDES AND BEHAVIOUR IS ALWAYS A CHALLENGE IN THE NEGATIVE SPERE OF HIV, SO WE WENT BACK TO BASICS PROMPTING DIALOGUE AROUND SAFE SEX.
The ‘I’M ON [Stay Safe]’ initiative is a bare-faced look at the slippery subject of condoms and isan integral component of the equation – test more + treat early + stay safe = ending HIV. We recognised that the message of safe sex tends to be is a tired one, so getting this across with impact required a carefully honed creative strategy. Our direct tone of voice around condom use served to specifically communicate the “Stay Safe” component of the equation.
HUMOUR SOFTENS THE BLOW WHEN TALKING ABOUT SAFE SEX
We tackled the brief with a light hearted but targeted approach using hard-hitting humour and a call to make safe sex culture a personal contribution to the cause. We embraced our audience’s experience around HIV and the importance of acceptance and action. A series of witty headlines to engage our target market encourages gay men to use condoms as part of their safe sex practices.
THE MULTI-PHASED, MULTI-MEDIA CAMPAIGN DELIVERED HIGH IMPACT RESULTS
The highly visible campaign used targeted outdoor media, digital ads, social media, press, posters and tactical executions such as safe packs, drink coasters and t-shirts. Together the executions come together to deliver a dynamic and integrated campaign which measured up in post-evaluation research.
